So what's the problem? (third in a four-part series)
Ohhhh, this week we’re getting to the good stuff—your client's big problems.
You’re a nice person, why would you want someone to have a problem? Because you will be able to solve the problem with your empathy, caring and life-changing services.
But before we get into the nitty-gritty of problems, I want to be sure you’ve taken the first two steps of this exercise:
#1. Knowing who you are;
#2. Knowing who your clients are.
Now, back to problems.
Your client will have a problem, but it’s not just the problem we’re concerned about.
We’re also interested in the way it shows up for them in their day-to-day life.Even more importantly, we’re interested in the emotions that this problem is stirring up.
"Customers buy off of emotion and justify with logic”—Kendrick Shope, Sales Expert.
Let’s dig in.
I can’t find a dog collar that’s secure for my dog. He slips out of every collar or harness I’ve tried.
SHOWS UP AS:
We don’t go for many walks, he’s overweight and my vet calls him Fat Elvis.
Fear: I’m freaking terrified we’ll go for a walk, he’ll get off the leash and get hurt.
Anxiety: He has an old leg injury and I worry his added weight is making it worse.
Embarrassment: My vet thinks I’m a lazy dog-mamma.
Anger: People are calling my fur baby Fat Elvis!
OK — now we have the full picture.
There’s a lot going on.
#1. It appears that the ill-fitting collar is the issue.
#2. What's making this person* take action is that their dog has gained weight.
#3. What’s really making this person take action are all the fears and emotions behind the big number on the puppy scale.
See how this happens?
Your next step is to list all of your client’s problems, but then more importantly understand how these problems are showing up and what emotions are coming up too.
It is critical to understand all of this because now you can solve your client’s problems in a way that addresses all of these issues.
Understanding the feeling an emotion behind all of this is much more powerful than selling this person a secure collar.
I like to do this exercise in a grid, so I created one for you. Download it here. 🙂
PS. I am this person. My dog is chubby and my vet does call him Fat Elvis. If you can help me, respond to this email!