The Business Chat – Solve a problem, sell a product

Recently when I was reading a marketing book I came across an idea that stopped me dead. One little sentence so mind blowing and yet so obvious that I forgot to finish my cookie. (And if something comes between me and cookies you know it’s a big something). Here it is. People don’t buy products, they buy solutions. DOH!!! They have a problem, they buy something that solves the problem. This means that our job as salespeople is to listen to the customer, work out what their problem is and present our work as the solution. I hear you muttering …