Practical Sales Training™ > How To Convert > Problem Cause
Problem Cause
Anyone can describe a problem. Fewer people can explain why it happens.
So go one level deeper. Naming the cause does more for your credibility than naming the symptom ever will.
What Is It
Problem cause means explaining why a problem exists, beyond just what it looks like. So instead of stopping at the symptom, you name the actual cause behind it.
This builds real trust. Since understanding the why suggests you also understand the fix.
Why Does It Work
It works because explaining why something happens implies you know how to stop it. So a clear cause signals real expertise, not a guess.
Your ability to define the cause shapes how much your buyer trusts your solution. Since a vague diagnosis rarely earns confidence in the cure.
How Can You Use It
Be careful how you frame the cause. So avoid making it sound like the buyer’s fault, even when it partly is.
External And Market Factors
Some causes sit outside your buyer’s control entirely. So think market shifts, new regulations, or compliance requirements nobody saw coming.
These are easy to name without blame. Since nobody caused a market shift personally, pointing at it feels safe for everyone.
Capability And Capacity Gaps
Other causes come down to capacity. So a lack of equipment, expertise, time or understanding often sits quietly behind the problem.
Naming these carefully still works. Since most buyers know they’re stretched thin, and hearing it named just confirms what they already suspected.
Process And People Issues
Some causes come from process, not people. So maintenance that slipped, preparation that fell short, or communication that broke down somewhere along the way.
Human error fits here too. Since mistakes happen everywhere, naming one doesn’t need to feel like an accusation.
Simple Imbalances
Sometimes the cause is simply too much or too little of something. So too much rain causing a leak, or too little fuel causing a breakdown.
These are the easiest causes to explain. Since nobody feels blamed by rainfall or an empty tank.
When It Works Best
This works best with complex or technical problems, where causes aren’t obvious. So explaining it clearly does real work for your credibility.
It also suits considered sales, where trust matters more than a quick transaction. Since buyers in this position want to understand before they commit.
When It Becomes Dangerous
It becomes dangerous if naming the cause feels like blame. So a buyer who feels criticised stops listening to the rest of your pitch.
It also backfires if you get the cause wrong. Since a buyer who knows better will trust you less, not more.
Common Mistakes
Making It Sound Like Their Fault
Some sellers state the cause bluntly, as if it’s entirely the buyer’s fault. So the buyer gets defensive before hearing the rest of the pitch.
Staying Too Generic
Some stay too generic, naming a cause so broad it could apply to anyone. So it fails to build any real trust or authority.
Guessing Instead Of Diagnosing
Some guess at a cause instead of genuinely diagnosing it. So a wrong guess damages credibility faster than saying nothing at all.
Problem Cause – An Example
Hypothetical Example
A recruitment consultant speaks with a potential client who can’t seem to hire quality candidates.
The consultant first defines the problem.
“You’re struggling to hire the right candidates because the job market is tight.”
While true, this statement alone doesn’t build much trust or authority. It sounds generic and could apply to anyone.
Instead, the consultant dives deeper and explains why the issue exists.
“You’re struggling to hire because your job descriptions are written from your company’s perspective, not the candidate’s. This creates a mismatch between what candidates expect and what you’re offering. Add to that a slow interview turnaround and a competitive job market, and the best talent is gone before you even reach them.”
By breaking down the specific causes, the consultant demonstrates real expertise. They show they understand the problem, and how to fix it.
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