You Don't Sell Products...You Solve Headaches

Scroll through your Amazon account sometime. I bet you'll find that least half of your purchases were made to SOLVE a problem you were having. That's just human nature.

Here's a few examples from my recent Amazon purchases:

1. Watering my 13 hydrangea bushes is such a pain for me to do by hand, so I purchased a timer and now it's SO much easier.
2. My Door Dash drivers keep complaining they can't see our address on our house, so I bought a new yard address sign.
3. We keep getting weeds in our garden and it's annoying to bend over and pick them, so we got a back-pack sprayer to make my life easier.

Your business customers are exactly the same. They buy stuff to SOLVE THEIR PROBLEMS. Think of anything that happens during the work day that is annoying, causes problems, or gets complaints from staff.

That's what they'll prioritize. Customers can only get so much money to buy stuff their departments need. Think through the problems they're trying to solve and you'll be light years ahead of the sales rep who comes in talking about fancy features and benefits. Those don't move the needle. No one cares about those (except your marketing team and engineers).

Figure out how you can translate those features into solving their day to day problems and you'll always have a sales job.

What has your experience been like? Let me know in the LinkedIn comments!

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