"Do you sell to the problem or the solution?"
This question caused me to pause.
In B2B sales, how often do we sell something that doesn't, at its core, solve a problem? Whether it's software, training, or even pizza parties, there's almost always a pain point behind the purchase. It could be fixing a broken process, motivating a team, or attempting to keep a culture from slipping through the cracks.
You can position your offering by highlighting benefits or a vision of success. But if you can't connect those benefits to the real reason your customer is writing the check, you're likely missing the mark.
A benefit without a problem is just fluff.
So, what's the "right" approach, problem, or solution?
The truth is, neither guarantees a sale. But if you don't understand the problem you're solving, you're simply guessing.