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Example: Software
Let’s say you’re in the software industry, and that you sell software to improve the productivity of an organization. What you want to do is focus on the problem that you solve specifically.
What most software salespeople do in cold calling is say, "Hi, we sell software to help improve productivity." But that doesn’t really identify the problem it solves. You have to focus specifically on an issue.
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So, for instance, the software might solve a problem with lost paper-based documents. That’s a very specific issue.
In this case, I might call and say, "I’m just calling to see if your company is having issues with lost paperwork because of manual paper-based filing systems."
See how specific that is? It’s very directed to the problem in their world. This is in contrast to, "I want to see if your company is looking to buy some software or looking to improve productivity," or something similar.
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Example: Advertising
Advertising is a very good example. Typically, what most advertising sales folks start with is an introduction. They talk about their advertising product or services that they offer.
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But with our problem solving approach, the question becomes, "What does advertising solve for people?" The first thought usually is that it gets people leads.
It gets more branding.