Why the motivating problem increases sales (and how the expert's diagnosis gets in the way)
Hello,
Welcome to this week's edition of Course Builder’s Corner.
I have 2 things to share with you this week.
I. Article: Why the motivating problem increases sales (and how the expert's diagnosis gets in the way)
II. Two ways I can help you
This was another tough week. It's the last week of school for my two daughters Rosemary and Eloise.
We had Monday off giving me what I thought would be four days of work. Then my daughters had multiple events at their school on Wednesday, including kindergarten graduation (so just half a day's work).
And today I have a graduation to attend for my niece.
So I've gotten about 2.5 days work in.
But despite all that, I still made time to produce this newsletter for y'all.
Let's dive in.
I. Why the motivating problem increases sales (and how the expert's diagnosis gets in the way)
You could miss out on sales if you are focused on the wrong problem.
The customer will feel you don't get them and back away.
If you focus on their motivating problem, you draw them in.
But what is the motivating problem?
The problem that your customer complains about. It's what they perceive is in their way. It's the thing they wish would just go away so they can get on with their lives. For a parent, the problem may be the kids won't stay in bed at night. For a business owner, it may be that sales are too unpredictable making them anxious.
Unfortunately, as business owners we often focus on the "real problem" as we see it.
We tell the customer what they should be focused on. I met an image consultant for women. When I asked her what problem she helps her clients solve, she began to tell me the real problem was self esteem and a few other inner issues. I then asked "Is that what they say when they first meet you?"
"No"
"What problem do they complain about?"
"They say they don't get the plum assignments at work. And that this keeps them from moving up in their careers."
"Does your work help them get those plum assignments?"
"Yes."
"Then that's the problem I would open with."
This consultant was very good at what she did and delivered results for her clients. But like many experts she originally led with the diagnosis and not with the itch her customers needed to scratch.
But don't I need to address the real problem?
Yes, but not at first. First, show them you understand things from their perspective. Then show them you know the cause of the problem they are facing. You give them an expert diagnosis but only AFTER you show you know their symptoms well.
Are you still here? I love that ❤️
And before you go, you may want to check out any of the following:
The Atomic Course Blueprint- Want to create a course without the usual overwhelm? Try creating a tiny course. Find out more here.
iPARA: How to organize your digital life for action- Is digital disorganization keeping you from reaching your goals? What if just four folders could let you not just stay organized but actually get things done. See for yourself here.
That’s it for this week. I’ll see you next week with another issue.