Every week we get at least one call that goes like this:
Caller: I’ve been in this industry since I was 21 and I’ve solved this important problem that everyone in the business has. I want you to see it – you’ll love it…and then tell me why it’s not selling!
Us: We’re sure its a great solution. Do your prospects know that they have the problem? Do they want to solve the problem? Do they see you as an authority that they trust to tell them that they have a problem?
The problem most offering creators share is this:
They confuse introducing an offering to prospects with the process of helping prospects understand that they have a problem and that their’s is a solution that they want.
Here’s what we do:
After a brief look at the offering we ask them to complete an exercise – The Before and After Grid. This simple from-to comparison asks the caller to tell us how their offering changes a user’s world from before the offering came along to after they are using the offering.
We break the Before and After exercise into four areas of interest:
- Have/have not
- Average day and
The results of the exercise provide us with these insights:
- What does the current day look like for a customer?
- How would the offering make the day better enough that description of the change will get your prospect’s attention?
- What is the specific aspiration the prospect feels compelled to satisfy?
- What is the “bleeding from the neck problem” that is at the root of the aspiration(s)?
- What is the current roadblock that is preventing the removal of the bleeding from the neck problem – and therefore accomplishes the aspiration?
- How will the process to remove that roadblock?
Sounds easy, right?
Not so fast – most newcomers to this approach want to shorten the time commitment necessary to get to next steps – so they ask these questions directly instead of walking through the Before and After exercise. If you do that you get biased answers that won’t help. You have to take the time to go through the exercise and use the information collected to arrive at the answers to the questions.
In many cases, the exercise will only give partial answers. In that case, you’ll need to dig deeper – and we’ll share how we do that in some of our upcoming Blogs.