Businesses exist to solve problems – no other reason.

If you sell legal services the problem you fix is ignorance of the law. If you sell lifting equipment the problem you solve is how to move heavy objects.

If you want to sell something to a business you need to help them solve problems. It could be the problems they solve (moving heavy objects) or problems they have in solving problems (they aren’t making their equipment fast enough to keep up with orders).

Whatever the business does, their problem is not that they don’t have your products. That’s your problem – not theirs.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”, ​Due out May 2016. To find out more and register for pre-release information click here.