FAQs that drive growth in sales and profitable revenue
- Why do I have to have an answer “what is the problem you solve for you customer that NO ONE else solves?
Every company gets to tell the world one of two stories.
- The first story is you can tell me WHAT you do and maybe a little about HOW you do it.
- The second story you can tell is WHY you are in the business you are in and HOW you turn that into a reality.
While each company gets to decide which story they tell they don’t get to pick the frame of reference of the person who hears the story. The person who hears the story is a customer or more likely a perspective customer.
Regardless of what business you are in it is rare that your customer knows was much about your business as you do. If WHAT you do is really important and / or valuable to the customer they often know very little, so when you tell the first story the prospect often understands little about what you to.
The prospect needs a transplant (heart or tree), a solar system, windows, a will or wedding photos. The WHAT you do words you use sound just like the last the people who seem to do what you do since they used the same words, and who also had great references and even showed similar examples. The prospects only know two things; they know who they liked and the price. Since they really aren’t looking for a new friend price almost always wins.
The second story almost never even mentions WHAT you do until you and the prospect have all but signed the agreement. The second story often starts like this. We are a family business started by my grandfather after WWII. The army taught my grandfather and his brother electronics during the war but more important they learned how vital it was to do the best you can and work as a unit. When grandpa and uncle Jim got back they promised to build a family business to support their families and the families of their employees.
We have been in business since 1946 and many of our current staff are the children and grandchildren of people we hired in the first ten years. We do internships and apprentice programs with 3 local high schools and provide one $5000 scholarship a year to an employee or employee’s family member.
We believe it is this commitment to our people and the community that has seen us grow 20% a year with no advertising – that and we are the best at what we do in the state according to industry evaluations.
The problem you asked us about is exactly what we have been doing for generations and we would love to help you get that done, so please tell me more about the problem you are working on.
The second story is based on the power of WHY the solution to the buyer’s problem is unique and the buyer understood every word. Most buyers will go with the second story – many without even finding out the price. That is why the problem you solve that no one else solves is SO important and worth answering.