As always, marketing guru Seth Godin shared some interesting food for thought on his blog yesterday: Sell problems first, then solutions.
In order to sell someone a solution (e.g., your product), that person must first believe that there is a problem in need of solving. If your prospect doesn’t think they have a problem, then they’re not going to take kindly to you peddling your solution, no matter how personable and skilled at sales you might be. But does that mean you should give up and only target cranky prospects who openly complain? Of course not. Godin points out that the fundamental trick of marketing is to be able to convince prospects that they’ve got a problem. Then–voilà!–you can (miraculously) follow up with a helpful solution. It’s a far more effective strategy than cold calling skeptics to sell them what they’re likely to dismiss as snake oil.
A brilliant example of the problem-centric marketing strategy that Godin talks about are those home security system ads on TV. These commercials present average people at home doing average things, like making an afternoon snack for their kid or getting ready for a first date. Everything seems safe and serene–until an unwanted intruder breaks in to the sound of shattering glass and their victim’s terrified shrieks, all undercut by the wailing alarm. Who would’ve ever thought that throwing a whimsical candle-studded get-together with some friends could lead to immediate post-party stalking by that pushy guy A.J. (who you thought was an awesome catch but is really just mentally unstable)? OK, so we know we’ve got a problem (A.J.), but what’s the solution? When you see that victim pick up a ringing phone to hear the reassuring voice of her call center protector promising to send help right away, the solution becomes clear: Gotta have that alarm system!
This commercial is compelling because it makes me aware of a problem I didn’t even know I had (Yipes! I’m really at risk for a home invasion and didn’t even know it!) and then gets me scared enough to pay attention to what an informed consumer should do about it (Better get an alarm system installed, pronto!). The truth is that the odds are probably million to one that somebody’s actually going to break into my house while I’m on the treadmill rocking out to my ipod, but…better safe than sorry, right? Fear is a powerful motivator that often overrides logic, and these commercials are effective precisely because they are so alarmist (pun somewhat intended).
B2B marketers can adapt this same model to suit their own purposes, ála Godin’s suggestion. Surprise a prospect by showing them how much money they’re losing each month, and then demonstrate how your product can help them streamline budgets and boost efficiency. Start off by telling another prospect how many potential leads are slipping through the cracks undetected every day, and then persuade them that your lead generation tool will close this loophole for once and for all. If you have case studies or hard statistics to back up your argument (rather than manufactured fear), you’ll present an even more powerful and convincing case.
Godin closes with an observation that’s worded so flawlessly that I have to quote it directly:
When a prospect comes to the table and says, ‘we have a problem,’ then you’re both on the same side of the table when it comes time to solve it. On the other hand, if they’re at the table because you’re persistent or charming, the only problem they have is, ‘how do I get out of here.’
If your prospect isn’t aware of the problem you’re trying to solve, point out how they might be affected, and then show them your solution. Here’s your problem, and here’s how we can help you solve it. Brilliant.
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