Selling is Problem Solving
Did you ever think about being in the solution business? You know that really is the case. If there were no problems to solve then there would be no sales. If no one had a problem, you wouldn’t be in business. Selling is problem solving.
Who Has the Problem
The challenge is to find that person or company whose problem you can solve. People don’t advertise their problems on websites or social media. In fact, just the opposite. You advertise your solutions looking for problems. It seems backwards. But, a prospect may not fully understand their problem without knowing the possibilities of your solution.
If you want to sell your solutions, you have to know who has a corresponding problem. On your website, you have to offer solutions in such a way that someone looking to solve his problem finds you.
How to Sell your Solution
I used to be a salesman for IBM and we were taught “solution selling”. If you find someone with a business problem, you might have found a new customer. But, you need to fully understand his business problem and the business itself. Selling is problem solving.
The same is true today. To sell your solution you must first identify the problems your visitors have. Then you write content that describes their problems and your solution. The content you write gives search engines clues that you understand a visitor’s problem. These clues are called keywords.
Visitors enter a query in Google, looking to find more information about a pain point. In simple terms, Google reduces his query to keywords. The search engine matches the keywords in the query to content from websites and returns a list of helpful websites.
Keywords are, Well, Key
Several years ago we used to sprinkle our pages with keywords just to make sure Google’s search engines didn’t miss it. But those people at Google are smart. They soon realized that 25 occurrences of a keyword didn’t necessarily mean that a page’s content was helpful, only that it had 25 occurrences of a keyword.
Now to reach the highest ranks of Google search results, the keyword must be there but also the content has to be helpful. Google tracks not only how many visitors come to a site, but also did they linger to read the content. And did they go to more pages on the website or did they click away?
Websites’ content creators must pick the right keywords but also have great information to retain the visitors’ attention. And it’s not enough just to show up on a Google list. Once you show up on the list (it’s called an impression) you must describe your page so that visitors choose your site to visit.
All of this just to attract a visitor?
After doing all of this you must serve up information about your solution that fully resolves your visitor’s problem. Great content anchored by Cornerstone pages is fundamental. Images to maintain visitor interest will extend their stay.
Your attitude should be that your selling is problem solving. Convince your visitor that you can resolve his pain point. He will reward you by becoming your customer.
How effectively are your solutions finding problems?