Their problems.
Things that cause them some level of psychological, emotional, mental, or physical pain.
Removing things that inflict and aggravate.
Fulfilling unmet desires.
Avoiding anxiety.
Marketing and Sales are often maligned because they position solutions to small problems or parts of problems as panaceas. Cure-alls.
The ultimate solution that fixes everything.
And even if they don’t intentionally ignore all the other complicating variables that make their solution moot, they are more than willing to allow their prospective clients to do so.
People worry that their conversion will go down if they are too honest.
They forget that it will also go down when they can’t show solid success rates.
They forget that their conversion would stay high if they only talked to people that were actually qualified.
Of course, that means they would have to do more work on the front end.
A little more effort, a little more empathy.
But then, maybe they wouldn’t have the problem of constantly chasing new business to make an offer to…
