Stop Talking about Products and Start Talking about Problems

At many companies, salespeople and marketers focus on products when talking to customers – not business problems.  

The challenge is to get your sales and marketing team to focus on your customer’s business problems. Do this and you’ll hear customers ask the magic question“Can you do that for me?”   

The question “Can you do that for me?” means your messaging hit a nerve. You named a problem the buyer needs to solveBut customers almost never ask that when sellers talk about products. They only ask it when sellers talk about problems.  

Are your clients saying, “Can you do that for me? or some version of it?  

  • “Can you make my shipping process that easy?” 
  • “Can you teach me how to do that?” 
  • “Can you make it so that never happens again?” 

If you don’t hear customers ask these kinds of questions, your messaging isn’t about the things that matter to them – and you’re hurting your chances of making the sale.

Why Demos Don’t Work

This is why demos are usually a pitfall for salespeople. Business buyers buy to solve problems, but a demo is basically a features dump. It goes like this. An SDR makes calls until someone talks to them. Their job is to schedule a demo with anyone who will agree. That puts the seller or demo team in the position of trying to prove how great the product is, without ever understanding what problem needs to be solved and what role this person plays in solving it. Talk about getting off on the wrong foot.

Learn to Speak Your Customer’s Language

Think about your company messaging. Does it reflect the business challenges of your target customer? And does it reflect how your customers talk about their pain points?

To improve your messaging, you need to speak the customer’s language. Frame your product features and benefits using the words and phrases they use. Start by noticing how your customers express their pain points.

What your customers say:

  • “I’m tired of having to create this schedule every day. It takes forever and never works.”
  • “My people keep messing this process up and it makes it impossible for me to do my job.”
  • “If our virtual meeting starts late one more time, I’m going to fire every last one of them.”
  • “Why do I get blamed because the technology doesn’t work? It isn’t my fault.”

If that is what your customers are saying and thinking, does your company messaging align with the way they think about and talk about their problems?

Not speaking your customer’s language:

Reflecting your customer’s language:

– Our scheduling tool has a team function, a manager function, and a revision function. That decreases scheduling time by 50% for many of our customers.

– “What if your scheduling took 10 minutes and worked right the first time, every time? Ask us how.”

– Our data shows that banking teams typically produce 100 inaccurate reports each day. We reduce inaccurate keystrokes with AI consistency technology.

– “Is your team making this mistake? Our customers have completely eliminated that problem. We can do that for you.”

– We have the latest, greatest WebMeeting Tech. Our Activation shows the number of people in the room and starts the meeting according to our specified algorithm.

– “We help companies start virtual meetings on time, every time. Would you like to know how?”

– One of the most common issues in any company is insufficient tech resources to keep systems operational. The level of stress that creates for your team is incalculable. The cost of productivity huge. Call us today to discuss how we can help.

– “Is tech malfunction holding you up? Introduce us to your IT team. We will make you a hero.”

A B2B complex sale involves multiple buyers. Different buyers think about the problem differently. Your messaging – whether in content, email, or seller conversations – needs to address each buyer using the language they use to talk about their problems.

Tell your team their mission is to get buyers to say, “Can you do that for me?” and see what kinds of changes you can make to improve your messaging.


If you would like help developing messaging that resonates with your customers, set up a 30-minute call with me.

About the Author Liz Heiman

A strategic thinker, sales strategist, Japanist, and Rotarian, Liz is a coach, trainer, and prolific speaker on the topics of sales and sales leadership. Liz loves sales, and enjoys working with sales leaders to create strategies and processes that make sense AND bring in results.

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