We enter a buyerâs environment because we can see a need for our solution. But buyers donât buy a product because it resolves a problem: buyers only buy when they have a business problem that they canât resolve themselves.
Think about it: the need has been there for a while. Why wasnât it addressed yesterday? Or tomorrow? And in all likelihood, the need is being handled in some way â itâs not sitting there creating havoc. There are people and initiatives and job descriptions that hold the Identified Problem in place daily.
