We all know we have ‘problems’, but we certainly don’t want anyone to suggest that these problems are our fault.
There’s a long-established B2B marketing strategy that says we should offer our customers solutions to their problems. This approach works well when it’s executed properly – but too often, it isn’t. Some marketers attempt to shortcut the message, simply claiming their company offers ‘solutions’ without articulating what problems these solutions address. Seeing this vague claim emblazoned on the side of a truck never fails to make me cringe.
The other extreme is also a mistake. Pointing fingers at customers and telling them outright what their problems are will almost always put them on the defensive, even if what we’re saying is true.
The reality is that most people are already aware they have ‘problems’ in their work, or areas that need improvement. What they want is someone to step in discreetly and resolve these issues without drawing unnecessary attention to them. After all, none of us want our challenges in life to be publicised and risk others assuming the issues are a result of our shortcomings. This is where many suppliers miss the mark.
The key is to strike a balance: to subtly communicate that we understand the customer problem we can solve, emphasise that it’s fine, many of their peers face similar challenges, and present our solution as something that not only improves their business but also positions them as the hero of the story.