The first step in the problem-first approach is deeply understanding the problem you are solving. In order to understand how your product eliminates that problem for your client, you need to understand the people that suffer from this problem. You need to empathize with them.
There’s a fascinating New York Times article about the human potential to choose empathy over ignorance. Psychologists Karina Schumann, Jamil Zaki and Carol S. Dweck found that feelings of empathy for people who are “unlike us” can be expanded. All we have to do is modifying our views about empathy; it’s essentially a skill that can be improved, instead of a personality trait.
As social beings, we are equipped with the powerful ability to see the world from one another’s point of view, and feel what each other feel. By working on our empathy, we are more capable of influencing others.
When I develop empathy for clients, I observe what they actually do in the real world. This sounds easy enough, but most of us think of clients in terms of what we think they do. This is an easy trap to fall into.
So, I take a look at the analytics of what clients respond to and don’t respond to in the sales process. In the next step, members of our team will interview potential and current clients.
Offering solutions means offering yourself as a trustworthy resource, so I ask myself a variety of questions when empathizing with clients. In step 1 of my problem-first approach method, I urge you to:
Next week, step 2. Find me on RussRuffino.com.