Practical Sales Training™ > How To Convert > Problem Cause
What is it?
Defining the problem you solve is an important step in demonstrating your expertise to your buyer. Understanding WHY the problem exists takes this to the next level.
Why does it work?
It works because when we can describe WHY something happens, it implies we know how to STOP it happening. Your ability to define the problem you solve is one of the biggest factors in the mind of your buyer for them to have trust that your solution will work.
How can you use it?
To communicate what causes the problem your buyer is facing, we need to be careful that we don’t offend them by telling them it’s all their fault…
Factors may include (non exhaustive list)
- Changes in market needs
- Compliance / regulatory issues
- Maintenance (or lack of)
- Preparation (lack of)
- Capacity
- Communication
- Expectation
- Human Error
- Too much of something (too much rain causing leaks)
- Too little of something (too little petrol causing a breakdown)
- Lack of equipment
- Lack of expertise
- Lack of time
- Lack of understanding
Hypothetical Example:
A recruitment consultant speaks with a potential client who says they 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 expertise, positioning themselves as someone who not only understands the problem but can fix it.
See also
