How to sell the problem you solve, not the product

Claudia Borceanu

by Claudia Borceanu

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“Don’t sell life insurance. Sell what life insurance can do.”

– Ben Feldman

If your company sources and polishes diamonds all day long, you might think showing off its sparkle would be enough to dazzle customers. You might be wrong!

Unlike you, your potential customers aren’t thinking about gems like yours all day. Instead, they have other unspoken motivations and issues. Sell them a celebration or an escape from the everyday. To make potential customers stop and take notice of your craft, find out what’s on their mind and relate to it.

When you offer to solve a problem or fill a void, you are speaking the customer’s language. It’s the best way to get them to perk up and listen.

  • What’s in it for them?
    Try to imagine yourself in your customer’s shoes. In fact, if it’s shoes you’re offering, sell comfort and performance to customers tired of footwear that falls apart and leaves blisters. If you’re selling beverages, sell the feeling of renewal after a long day. It’s not really about the leather or the lime flavor.
  • Your company and its fans may care about features. New customers, not so much.
    Why would the customer need your solution? If you do spell out a list of features, focus on the benefits of those features and how the competition doesn’t stack up.
  • What benefits to highlight? Read the reviews.
    Whether on your website, on social media, or other platforms, customer feedback is the first place to look when you want to find out what matters to your audience.
  • If you’re not sure what’s important to your customer, ask. If you think you know, ask anyway.
    Knowing your customer is easy when you use the online survey tool here in 123FormBuilder. Ask questions that show you’re listening and want to address their pain points. More people will open up if you design a survey that encourages them to express their honest opinions. Get a head start with this free online survey template.

Get out there and put your insights to use!

Once you launch your survey or customer feedback form in 123FormBuilder, you can generate a report any time. As you get to know your audience, you’ll realize that they don’t all think alike. That’s when you can segment customers into sub-groups with similar priorities and hone your message. For example, you can create a group that appreciates free shipping, an early-adopter group, another that relies on tech support, and so forth.

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