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 delivering results for her clients. But like many experts, she initially led with the diagnosis, not 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 looking for a course idea that can win in the marketplace (and avoid building a dud)?
Read my article on how to create Winning Course Ideas.
Are you ready to build your first or next tiny course (without spending months to put it together)?
Check out the Atomic Course Blueprint.