Should we spend more time on the solution or the problem?
In any transaction, whether it is B2B or B2C the focus tends to be on researching all the products available to meet our needs. These products provide us with a solution to a need or want. When I look at advertising material or point of sale merchandising, the messages they contain are generally focused on the features of the product and how they provide a solution to a need.
But with so many potential solutions to so many potential needs on offer, how do you make the right choice – Price? Unique Feature? Quality? Size?
None of these!
This may sound strange, however I believe that most of our time and effort should be devoted to clearly and comprehensively defining the problem. Once we spend the appropriate amount of time looking at the problem from all angles and all perspectives, the choice of a solution, narrows quite quickly. Being absolutely clear of the ideal outcomes that you wish from the solution enables you to cut through most of the marketing “fluff” designed to grab your attention. Once you are clear on what you need to happen as a result of your purchase, the product choice becomes very manageable and the influence of salespeople and marketing material becomes less of an issue.
Before you go shopping for a solution spend some extra time defining the problem that started you looking for a solution. Focus your questions on what you want to see as an outcome rather than what features and benefits to consider.
When you are clear on your expectations, the solution usually presents itself. At Insight, we will ask you to consider in great detail exactly what you expect as a consequence of any service we provide well before we start to think of presenting you with a solution.
Scott McLoughlin
Insight International Consultancy
