How to sell the problem you solve, not the product

“When you sell a man a book you don’t sell just twelve ounces of paper and ink and glue — you sell him a whole new life. Love and friendship and humour and ships at sea by night — there’s all heaven and earth in a book, a real book.” — Christopher Morley

“Don’t sell life insurance. Sell what life insurance can do.” — Ben Feldman

“It isn’t that they can’t see the solution. It’s that they can’t see the problem.” — G K Chesterton

“The best salespeople know that their expertise can become their enemy in selling. At the moment, they are tempted to tell the buyer what “he needs to do,” they instead offer a story about a peer of the buyer.” — Mike Bosworth, Author of “Solution Selling”

As you can see, the above quotes have one thing in common: they highlight the fact that when it comes to selling a service or a product, the focus should be on selling the solution to a problem.

So often, we get lost in the process and lose sight of what is actually important. Do we buy products, or do we buy the advantages that purchasing a certain product brings? A great business strategy would be finding the problems that customers have and are ready to solve, then offering a solution for their problems.

In order to find those problems and deliver good solutions, a few steps are imperative.

Identifying the problem and defining it would be the first step. Knowing and understanding your target audience, their problems and their needs or wishes is a must if you want to sell the solution to the problem, rather than your product.

See things from your customer’s point of view. Why would the customer need your solution? Does it make a difference? Why is it the best?

What differentiates it from other solutions to the same problem? Focus on the benefits you bring and your unique abilities. What are the strengths of your product ? What is the advantage of every feature of it?

Also, if the solution you are providing really works, helps people and they are satisfied, you can add customer reviews or testimonials on your website. It will make your target audience feel trustful that buying your product will work for them too. Finding out about other people’s experiences is a factor that influences decision making.


-> Know your audience. Understand their problems, their needs and wishes.

-> Find solutions to their problems.

-> Set yourself apart from the competition.