Describe the Solution in Terms the Buyer Uses to Evaluate It

When you sell solutions not software, you need to be as concrete as possible about the buyer’s use case so you can describe your solutions in the same terms they use to evaluate it. For example, if their burning problem is too much manual work—dig into what the manual work is and how they decided this was a big problem, then describe the solution in terms that match (e.g. how many reports, hours, mistakes, etc. does the solution save).

See also:

• Beware of solutions disguised as problem statements—the problem is not “because you don’t use our thing!”

Links to this note

• How to Write a Sales Narrative

  A sales narrative is a cohesive story that explains why customers need your product.