62. The Law of Problems
Every product or service can be viewed as the solution to a problem or the resolution of an uncertainty.
As a salesperson, you are basically a professional problem solver. You seek out people who have the particular problem that your product or service can solve. You are looking for prospects who can achieve their goals or resolve their uncertainties by means of your product or service. The more accurate you are about the most important problems your product or service will solve, the easier it is for you to both find more prospects and sell to them.
The first corollary of the Law of Problems is Customers buy solutions, not products or services.
People don’t care about you or what you sell. They care about themselves ...
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