Understand Your Buyer > How to Engage > Named Problem Effect

What is it?

It’s one thing to be able to define the problem(s) you solve, but when you name them it gives your buyer even more of a sense that you are experienced and capable in resolving the issue.

Why does it work?

It works because when someting has a name it has implied value.

When something has a name, it implies a level of familiarity, experience and understanding that not having a name simply can’t. If you are able to coin a term for the problem you buyer is facing they will not only feel understood, but recognised

Finally, naming something makes it easier to refer to it. Rather than “I’m having trouble doing XYZ thing because XYZ issues are hoding me back”, calling it “The XYZ Problem” makes it simpler to communicate.

How can you use it?

There are a myriad of names you could use, but to keep it simple, if we stick with simple terms like “problem” and “challenge” rather than “crisis”, we can then change the “xyz” in the below to be the descriptive word for the situation. Bonus points for alliteration.

The Xyz Problem
The Xyz Challenge
The Xyz Issue

The Productivity Problem
The Payment Challenge
The Skincare Issue

You can also name the situations or feelings that your clients are experiencing – it has a similar effect.

Example

In theUK, there has been inflation and all sorts of financial difficulties in recent times. As such, the term “Cost of Living Crisis” has been used as a shorthand name to identify the multiple factors that have made life more expensive.

See also

Named Problem Effect

Like this kind of stuff? Want more?

Action focussed, affordable sales training

for entrepreneurs and small business owners.