Solve problems, don't sell solutions
When it comes to pitching an idea, improvement, or product/service, we tend to focus our pitch or communications on selling a solution rather than solving a problem. These two concepts sound like they are the same thing but are very different particularly in how you approach crafting your message, the ways it is delivered and how its received.
The key to a successful pitch lies in understanding and solving the end user's pain points. Shift their perspective by emphasizing how you are solving their problems rather than trying to sell them on buying the solution.
Let me explain a bit more.
Let's take an example. A production leader comes to you with an issue. They have rolled out a new safety and health campaign for the month. They worked hard on this campaign, for months on end making sure on day 1 they could get the motivation and participation to make it a success. The leaders were proud of this product and believed it would revolutionize peoples perspective on safe working habits.
But, despite their confidence, their campaign faltered. They didn't get the support they wanted and struggled to get people to even come to fun events they created like free lunch and learns. With all the things they put in place, all the great tools and resources they built, they were incredibly frustrated the campaign wasn't taking off like they had expected.
There are many reasons why campaigns like this, particularly in our companies fall on their face. But in our example here, the issue was not in the execution of the campaign, it was in the design. More specifically the purpose. The leadership team in designing this campaign focused on selling the features of their campaign, assuming that these aspects alone would motivate people enough to participate. But they were missing the most crucial element: an understanding of their audience's pain points and a focus on solving their biggest problems. In coming up with the idea for this campaign they failed to even ask the question of what problem are we trying to solve. We identify a problem that we want to solve and we go out and attack that. Too often, what we believe our problems are, many times are not the greatest pain points for workers. There is a huge emphasis on the month, for that topic but the allure quickly fades the next month if the messaging and focus is not persistent.
So instead of simply trying to sell workers a campaign, they re-shifted their focus on the importance of designing it around real problems faced. They set out to learn more about the concerns and challenges that plagued workers rather than just assuming what they thought are the problems based on their perceptions. They conducted research, interviewed employees, observed the daily operations. Through these efforts they found the biggest needs and set out to design a campaign around solving those pains. By shifting your perspective and emphasizing problem-solving, you can greatly enhance your chances of success.
The concepts of this example give us some insights. Here are some actionable tips and tricks that will help you to more effectively pitch by prioritizing problem-solving over selling solutions.
Understand the end user's pain points: To solve someone's problems, you need to know what they are. Take the time to thoroughly understand the pain points and challenges faced by your target audience. Conduct research, interviews, surveys, and gather feedback to gain valuable insights into their needs and desires. By identifying their problems, you can tailor your pitch to address them directly.
Showcase empathy and emotional connection: Once you've identified the pain points, focus on establishing an emotional connection with your audience. Show genuine empathy and understanding for their struggles. When people feel understood, they are more likely to be receptive to your ideas. Demonstrate that you genuinely care about solving their problems and are not just interested in making a sale.
Simply state how the problem is solved. I wouldn't even get into highlighting the benefits or features initially. Adding these may turn into sounding salesy. Once you captured their attention and they are bought in, then you should communicate the benefits and features. This is especially important when these early adopters begin to communicate their problems being solved to the late majority not yet bought in. Clearly articulate how your idea, improvement, or product/service directly addresses and resolves the end user's pain points. Help them envision how their lives will improve or their problems will be solved by utilizing your solution. Paint a vivid picture of the positive outcomes they can expect.
Provide evidence and social proof: People often seek reassurance before making a decision. Back up your claims with evidence and social proof. Share success stories, testimonials, case studies, or statistics that validate the effectiveness of your solution. By presenting tangible evidence, you instill confidence and credibility, making it easier for your audience to trust in your ability to solve their problems. But no social proof is as good as hearing it from a trusted source. This is often a co-worker whom that persons really trusts. They usually trust their direct peers, likely more than you, so leverage all your different relationships to cast the widest net to convince your entire audience.
Tailor your pitch to the individual or target audience. One size does not fit all when it comes to pitching. Customize your approach based on the specific needs, preferences, and context of your audience. Address their unique pain points directly and demonstrate how your solution is specifically designed to meet their requirements. By tailoring your pitch, you increase the relevance and impact of your message, making it more persuasive and compelling.
In the realm of pitching ideas, improvements, or products/services, the key to success lies in prioritizing problem-solving over selling solutions. By understanding the end user's pain points, establishing an emotional connection, highlighting benefits, providing evidence, and customizing your pitch, you can effectively solve problems and create a compelling case for your ideas or offerings. Remember, when you genuinely solve someone's problems, you earn their trust and loyalty, setting the stage for long-term success. So, let's shift our focus from selling solutions to solving problems, and watch our pitches become more persuasive and impactful than ever before.
