It’s common wisdom that what people want is a solution. There is even a school of sales training and many books around the concept of “solution selling”.
I disagree. Not everyone wants a solution, i.e. something solved.
Sometimes they want and need something else. Not everything is a “problem” for a customer; sometimes, it’s a “gap” that needs to be filled. I talk to my clients about “gaps” not “problems”.
In my 30 years experience, there are actually six different results a customer values. The one to stress as a benefit and to base your product or services features depends on the Platinum Customer Profile™ of your best customers. [Read more…]