Why Business Owners Should Forget Their Product and Focus on Solutions

I have some bad news for you. Your product is essentially worthless to everyone. I know this may come as a shock, but don’t worry because there is some good news. People want the solution your product offers.

Recently I read a book called “The Brain Audit” by Sean D’Souza and it changed the way I think about sales and marketing. In this book, Sean talks about how our brains are hardwired to address the negative before the positive. The example he gives is to imagine yourself taking a walk through your neighborhood. It’s a beautiful sunny day and you’re surrounded by all of your neighbors stunning landscaping. Then, out of nowhere you see a very large and smelly gift left behind by someone’s four legged best friend. What does your mind do? It doesn’t notice the sunshine or perfectly manicured yards, all it can see is a large pile of something it’s trying desperately to keep away from the bottom of your shoes.

“…our brains are hardwired to address the negative before the positive.”

What does this tell us about how we sell our products to people? It tells us we need to first address the problem because that’s what grabs the attention of the brain. It does not matter how great your product is if potential consumers don’t understand the need for it. It’s your job to tell them the problem, the solution your product offers to that problem and how your product is in fact something they need because of this.

“It does not matter how great your product is if potential consumers don’t understand the need for it.”

As you think about sales and marketing in your business, forget about focusing on how great your product is and instead think about the problem(s) your product is meeting. Consumers will hear you when you tell them about the problem and the solution you have available. They’ll hear you because you are not talking about YOUR product anymore, but instead you’re talking about THEIR needs. Something they need fixed, something they need changed, something that you can make available to them as a solution.

“…forget about how great your product is and instead think about the problem(s) your product is meeting.”

Start a conversation with your audience that focuses on them and instead of you. The purpose of your business is to make their life better. You identified a problem they had and found a way to meet their need. They’re looking for the solution your business provides.

Take a fresh look at your current sales pitches and marketing efforts. Are you selling your product or are you selling their solution?