Symptoms vs. problems
Don't make your customers think too hard
Hi all —
My company crossed $1M revenue this week! All from a product that didn’t exist a year ago.
I’m trying to share everything I’m learning on this journey, but if you have any questions, feel free to reply to this email.
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I’ve written a lot about the difference between selling and buying. And how a good go-to-market organization creates buyers, instead of trying to sell your product.
One mistake I often see is expecting your target customers to think too much.
We expect our customers to navigate themselves through the following steps:
Step 1: Experience symptom
Step 2: Diagnose underlying problem
Step 3: Understand landscape of possible solutions
Step 4: Deciding your solution as the right one
Step 5: Entering & completing your sales process
Getting from one step to another requires a lot of energy and thinking. Most of your target customers won’t do this themselves. Not because they’re stupid, but because they’re busy.
That’s where a good sales narrative comes in. It walks a potential customer through these steps, helping them avoid the time and effort it would take for them to figure this out.
You can use this on your website, in your sales conversations, and in your marketing materials.
It will help your awesome product resonate in the minds of busy prospects. And help busy prospects become successful customers, fast.