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Your new job title should be Chief Meaning Maker −not Content Marketer.Finding the right problem to solve, and framing problems in interesting ways, is where you will bring value to future selling conversations.
Dig hard to find the unknown, undervalued, unmet challenges that your prospects and customers aren’t even thinking about.
Then determine where your solution’s strengths align with specific, unconsidered needs to create what I’m calling “unconsidered value opportunities.” It’s at this intersection between unconsidered needs and strengths that you can create value for prospects in a way that you are uniquely qualified to deliver.
Your products and services “are far more valuable when your prospect is mistaken, confused or completely clueless about their true problem.” --Daniel Pink, “To Sell is Human” Huh? They can also typically find multiple vendors with the specified products to meet their identified needs−putting you at parity with all the others.
If your prospects know precisely what their problems are, they can often find the information they need to make their decisions−with limited assistance or input from your salespeople.
Related: 4 Effective Ways Leaders Solve Problems and Stop them Before They Happen 1. “Problems are nothing but wake-up calls for creativity” – Gerhard Gschwandtner11.
“We cannot solve our problems with the same thinking we used when we created them.” – Albert Einstein2. But nothing can be changed until it is faced.” – James Baldwin5. “Life is not a problem to be solved, but a reality to be experienced.” – Soren Kierkegaard8. “We fail more often because we solve the wrong problem than because we get the wrong solution to the right problem.” – Russell L. “A positive attitude may not solve your problems -- but it will annoy enough people to make it worth the effort.” – Anonymous Related: 4 Ways to Maintain a Positive Attitude Even When You're Stressed13.Chief strategy and marketing officer Tim Riesterer sets the direction and develops products for Corporate Visions, a marketing and sales messaging, tools, and training company.His books—“Customer Message Management,” “Conversations that Win the Complex Sale,” and “Three Value Conversations”—focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals.As a result, your ability to get prospects to do something different, choose you, and pay a premium hinges less on problem-solving skills and more on problem-finding skills.What Does This Mean For Marketing And Sales Messaging?According to Pink, “problem finding” becomes the necessary quality in your marketing and sales messaging if you stand any chance of differentiating yourself.As a first step to accomplishing this, you must find the “unconsidered needs” that exist beyond the obvious identified needs.But today there’s information equality, meaning buyers can do a lot more themselves and sellers are scrambling to figure out how to remain relevant.Pink calls this the transition from “buyer beware to seller beware.” The premium on marketing messaging and sales interactions is your ability to turn all of the raw information into something meaningful.“Inside of every problem lies an opportunity.” – Robert Kiposaki23.“There is no problem outside of you that is superior to the power within you.” – Bob Proctor24.