So you’re running your business and you’ve identified the problems your customers have, that you want to solve. The next step is very simple. Don’t describe your products or the features or the benefits. Describe the solutions.
How is your product solving the problem?
Define the top three features and capabilities your product or service offers to solve your customers’ problems.
Careful! You might think you know the best part of your product or service, but completing the previous sections of the Revenue Roadmap may prove otherwise. Your users will ultimately determine which aspects of your product they’re most eager to use and will subsequently find most beneficial.
Brainstorm 10 features and capabilities of your product or service. Consider the strengths and flaws of each and whittle your list down to the top three. You can also use other strategy exercises like completing a Revenue Roadmap with us to help define your solution.
Your product or service is not your solution. You might actually be solving a fear, or you might be providing the age-old human desire for convenience. It is incredible what people are willing to give up in order to get convenience. Don’t assume that a prospect or customer is thinking about your product or service as solution that is going to address their need (yet). They may not even know about you just yet. So what you want to try to think about is some innovative ways to talk about the solutions that you bring.
Uncover the Basic “Human Driver”
There are five Core Human Drives that influence human behavior:
- Drive to Acquire: the desire to collect material and immaterial things, like a car, or influence.
- Drive to Bond: the desire to be loved and feel valued in our relationships with others.
- Drive to Learn: the desire to satisfy our curiosity.
- Drive to Defend: the desire to protect ourselves, our loved ones and our property.
- Drive to Feel: the desire for emotional experiences like pleasure or excitement.
Whenever a group of people have an unmet drive, a market will form to satisfy it.
The more drives your offer connects with, and the better you communicate those connections, the more attractive your offer will become.
“If you’re going to build a successful business, it’s useful to have a basic understanding of what people want.” ~ Josh Kaufman
There is a technique in management known as sixth Sigma, which uses a discovery technique where the root to any problem can be found by asking six questions of “Why?” Six rounds and six layers – six levels of Why. Think about what is the solution that you have for your customers problem and ask yourself, “Why?” Does your offer solve that problem? Then go another level deeper, by asking “Why?” again. Then “Why that?” and “Why that?” and “Why that?” Try to get to the core of what the real solution is delivering to your customer. That way when you’re talking about a feature or a benefit you’re actually talking about a real life solution that addresses an actual need that they feel or that they have.