Sell the problem

Sell the problem
http://sethgodin.typepad.com/seths_blog/2010/08/sell-the-problem.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29

No business buys a solution for a problem they don’t have.

And yet, most business to business marketers jump right into features and benefits, without taking the time to understand if the person on the other end of the conversation/call/letter believes they even have a problem.

My friend Marcia (we’ve advised each other on various projects) has a very cool idea for large professional firms. As an architect, she realized the firms were wasting time and money and efficiency in the way they use their space. Roomtag is her answer. 

The challenge is this: if your big law firm or accounting firm doesn’t think it has a space allocation/stuff tracking/office mapping problem, you won’t be looking for a solution. You won’t wake up in the morning dreaming about how to solve it, or go to bed wondering how much it’s costing you to ignore it.

(via Instapaper)

This applies to selling websites too!

Sent from my iPad