Problem vs. Solution: What Are You Really Selling?

"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.