Buyers Seek Solutions to Meaningful Problems

Buyers Seek Solutions to Meaningful Problems

If your business is not enjoying the growth it deserves, then your buyers may not fully understand the meaning of the problems for which your products and services are the solution.

I know, because my business recently made breakthroughs in this area.

Action is the Result of Understanding

Relationships between buyers and sellers develop when there is a mutual understanding. Many sellers assume the buyer understands his or her problem, and they therefore focus on the solution.

It is vital to help people understand their current condition, and what happens if they do nothing. This can be accomplished with traditional selling practices, as well as content marketing.

Assuming buyers are searching the web for SEO services for small to medium business solutions to their meaningful problems as they know them, they will be attracted to those businesses that demonstrate an understanding of their situation.

This can be accomplished when you identify specifics that would only be known to someone familiar with the problem. Cases studies are valuable for communicating an understanding of these meaningful problems, especially those where your business solutions have proved effective.

Buyers take action only when they fully understand both the problem and your solution. Give them reasons to take action.

It’s Your Responsibility to Tell The Truth

My recent business breakthrough was the result of responding to a prominent business that requested help with their blogging. They recognized they needed help, but did not fully understand the depth of what was involved for solving the problem.

After providing me with a compilation of their previously published stories, the CEO asked me to write a representative blog post. Having completed this it occurred to me I needed to explain the “why” behind my work.

Nearly 1,000 words later I came to one realization: This is crazy! I had barely scratched the surface of why I had selected the headline, subheadings, keywords, and links, not to mention the structure and so much more.

Blogging and other writing for the web requires not only writing skills, but a solid understanding of SEO, the industry, and business in general. This accumulated experience seldom runs concurrently, and it’s the reason why a freelance writer or SEO expert may be missing important pieces of the puzzle.

It’s takes time to learn content marketing and one has to accept that the learning is endless. This truth needed to be communicated to my prospective buyer for them to grasp the true meaning of why their current blog was not working.

How can your business use its marketing to communicate the truth about the meaningful problems its solutions fix?

We live in a world that wants easy and inexpensive solutions. That is the problem you and I need to address before we can engage buyers with our solutions.

Use your marketing to tell the truth. Make the problems real and meaningful. That accomplished, your solutions become meaningful and viable too.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

How Your Business Can Help Its Ideal Customers

Do you understand the primary problems that challenge your ideal customers?

If your business is intensely focused on relationships, then it is continually learning about the most relevant problems for which it can be the solution.

To attract new customers, they must immediately know your business understands their problems, and can offer relevant solutions for them.

Want to help your customers? Keep a list of their top problems posted in your office. Tweet this

While this seems simple enough, its importance cannot be underestimated. Helping is a vital aspect of your marketing and sales process, and that starts with being intensely aware of the various pain points.

Innovate Beyond Solutions Looking for Customers

Traditional marketers offered solutions in the form of standardized products and services

This one-size-fits-all approach treats every customer as being the same. Many small businesses fall in love with their solutions, serving them up to every new customer, regardless of the problem.

They effectively become a hammer looking for a nail. If they happen to find a screw instead, they attempt to hammer it too!

A smarter approach is to first commit resources to building a loyal tribe. Then design solutions that not only solve primary problems, but related secondary problems too.

For example, a primary problem may be learning how to lose weight. The secondary problems could be learning how to eat well, exercising properly, and reframing one’s self-image as a healthy individual, also using supplements, and this is my recommended cissus brand.

Thus, there can be multiple secondary solutions to solving the primary problem, with some being more important than others for respective customers.

Apple Computer does this well. Their retail stores offer skilled guidance, service, and training for selected computing devices in a range of sizes, styles, and capabilities. The result is solutions can be designed for customers that suit their specific budgets and needs.

How can your business innovate its solutions to be more relevant to the needs of its customers?

Tell Stories that Validate Your Capabilities

The surest way to engage buyers with your collaborative selling process is to share stories that authenticate your experience and expertise. This gives prospective buyers confidence.

Research shows stories are highly effective for activating the human brain, thereby making stories memorable content that tends to be shared with friends and influencers

As a practical matter, learning how to tell better stories allows prospective buyers to see their circumstances within the stories your business shares. They can then relate to the aspirations and challenges of the customers your business has successfully served.

Your social media is ideally suited to sharing stories. However, they should be first captured on some form of owned media. Publishing on your website or blog establishes the copyrights of your original stories.

Now your stories can shared from that central source for years to come to communicate your business capabilities in a meaningful way.

Ask Good Questions

Savvy buyers can spot inexperience within seconds. They expect your staff to know as much or more than they do, and that assessment is often the result of the first few questions your business asks.

A traditional approach for retailers is asking the prospective buyer how the representative can help them. These days, expectations are different. The business is expected to know how it can help, and readily communicate that, often by asking good questions.

This is one reason why your business needs to consume media to stay on top of recent developments in your industry. It is also why it should be blogging to explore them further.

What is new is often on the minds of your customers, so they will expect your business to be able to offer a relevant perspective to measure against theirs. Customers don’t expect a business to always be the answer to their problems, but they do expect it to care enough to try.

Next Actions

#1 – List the primary problems that challenge your ideal customers.

#2 – Then list the secondary problems that should be addressed to solve the primary problem.

This is where your business is likely to find new ways for helping its customers, and quite possibly new sources of revenue too!

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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