How can you identify the right problems to solve in Sales?

A good exercise is going to current customers and ask them. Who better than the power users who actually use your solutions? This is better than trying to guess. Ask your best customers: -Why did you buy this? -What changed in your business after buying this? -Why almost didn't you buy it? -If you were the CEO of this company, what would you change? -etc Try to use their own words too. They'll talk in their jargon, business acumen, etc. Use this to write your sales messages.

I'd like to say the following: Find different voices within the organization and ask the same questions. You will probably get different answers. But this will help you pinpoint the pain-points and challenges. But be aware that different people with different roles have different experiences, interpretation and solutions for the same problem.

The most important aspect of a conversation is to have a conversation. An individual that accepts your meeting to hear about you is not there to get pitch-slapped and run through a whole presentation, no - they are there to have a thoughtful conversation with you that unveils problems and leads to solutions that you propose. Therefore, it's important to have a combination of highly specific and open-ended / vague questions to move the conversation forward. A big warning though: Prospects do not appreciate an interrogation though. While you gather information, also share value.

Active listening does not mean that you are writing everything your counterpart is saying down, but instead that you are actually understanding where they are going with their input and what it means for the conversation as a whole. For instance, imagine a customer explaining their frustration with a product. Active listening involves not just hearing their complaint but also understanding the underlying reasons for their dissatisfaction. It's about recognizing their need for a solution and their desire to be heard. By summarizing their concerns and asking pertinent questions, you show that you're not only engaged but also invested in finding a resolution that addresses their specific needs.

Transforming your solution from a feature list to a problem-solver is vital. It's not just about what your product does, but how it makes life easier for your customers. Think of it as crafting a narrative where your solution is the hero in your customer's story. For example, if your product is a time-management app, don't just highlight its features. Show how it helps a busy professional reclaim hours in their day, leading to a better work-life balance. Use real-life success stories or demos to paint this picture vividly. Address common concerns proactively, ensuring your customers feel confident and informed.