Every customer has a problem. Some have small problems, and some have big problems. In order for you to be successful, you need to figure out how your product solves your customers’ problems.

Let’s assume you know your product solves your customer’s problem; what’s next? You’ll need a way to communicate so your customer understands the value of what you are offering. Let me explain with a personal example I had several years ago.

I was in the wholesale lumber business many years ago, selling non-commodity items to commercial national accounts, like Trex decking and Hardie fiber cement siding.  I thought that a major market for Hardie siding would be manufactured home (mobile home) companies. I had to figure out their problems and whether Hardie siding would solve them. I had to understand better what, or if they had a competitive advantage over other manufacturers, the motivation for their typical buyer.

I discussed several objections during my first meeting with the purchasing director when introducing the Hardie siding. Hardie takes special tools to cut. Special installation steps had to be taught as it weighs more than typical wood siding. The mobile home would require an additional axle to carry the extra weight. The purchasing director’s loudest objection was it cost much more than wood siding. He said, “We’ll never buy Hardie siding because of the cost.”

I finished the meeting with one question, “Do you mind if I visit a couple of your sales offices to talk to your salespeople?”  He said sure, but “I assure you; you’ll never get a mobile home buyer to pay more for that siding.”

Upon visiting the mobile home sales lot, I asked several questions to determine a major objection to buying a mobile home. I was told in the past that mobile homes have been at risk of catching fire. So, the next time I met with the salespeople, I went with three items: a piece of Hardie siding, a blow torch and a pair of thick leather gloves. I asked the salesperson to demonstrate to potential buyers how Hardie siding does not burn by holding the blow torch over the piece of siding. Believe me, that worked!

About a month later, I received a call from the purchasing director. He said, “You’re not going to believe this, but somebody wants to buy one of our homes with Hardie siding.” He wanted me to come talk in more detail about the next steps.

Of course, I knew that would work. Why? People buy value. NEVER price. I had to help show the value the Hardie siding would bring!

Again, money wasn’t the issue. The issue was solving my customers’ problems. I did the classic “pull-through” sale. My customers loved it because they were able to differentiate themselves from other manufacturers and sell mobile homes at a premium. More importantly, they didn’t have to “sell cheap” to get the business.

It’s a long example of how if you want to be successful, you’ve got to figure out your customers’ problems and figure out how what you have to offer solves one of their problems.

My 2 cents.