Have a Passion for the Problem, Not the Product

A common issue with this theory is that people are always searching for the newest, best and quickest way to fix their problems and move on to the next task. The rapid pace of today’s business and tech worlds has proven to be a problem in itself for some companies. It’s as simple as: Do your best and work your hardest or else you won’t have a company to run anymore. So that’s up to you.

B2B customers have learned to ignore the flashy promotion of features and benefits and focus on how your product can solve an issue — their issue. CEOs and executives have been retrained to ask, “How is your product going to fix our problem?” “Why do we need it?” “What will happen if we decide to go with your service?”

People like when things are simple. Instead of naming various product features, focus on the main reasons why the customer will be better off with what you are providing. Highlight the benefits of your product in the simplest way possible. Every feature included in your product should offer a clear benefit.

Convincing a potential customer that they need a solution is easy. Convincing a potential customer that they need YOUR solution is what poses a challenge.

Place the focus on unique features of your product that will quickly and easily remedy your potential customers’ pain points. Make sure to highlight how the tool that you’re offering is different from other players within the market, but don’t overdo it. Nothing turns people off faster than someone over hyping their product just to make a quick buck.

Sydney Ergle, November 26th, 2018

Sydney Ergle, a graduate from Kennesaw University, is part of SplashBI’s next generation of marketing minds. Sydney oversees SplashBI’s social media, email campaigns, and in her free time likes to hang out with her cat, Tim Beans.