The best businesses do not just sell products. They solve problems.

Think about the last time you made a purchase that really impressed you. Chances are, you were not simply buying a product or service. You were trying to solve something.

You needed more customers. You needed to save time. You needed better communication. You needed someone to fix a problem that had been keeping you up at night.

That is where great businesses separate themselves from the competition.

They stop thinking, “What can I sell?” and start asking, “What can I solve?”

Stop Talking. Start Listening.

One of the biggest mistakes we can make in business is becoming so focused on what we offer that we forget to listen to what our customers actually need.

We talk about features, benefits, pricing, packages and promotions. But our customer may be thinking about something completely different.

Instead of starting the conversation with, “Here is what we do,” try asking:

“What is the biggest challenge you are facing right now?”

Then listen.

Really listen.

The answer might reveal an opportunity you never would have discovered by simply giving your standard sales pitch.

Personal Development Tip: Become More Curious

If you want to become better at solving problems, become more curious.

This week, challenge yourself to ask more questions before offering solutions. When someone tells you about a challenge, resist the urge to immediately tell them what you would do.

Ask, “Tell me more.”

Curiosity builds understanding. Understanding builds trust. And trust creates relationships that are far more valuable than a single sale.

Business Development Tip: Sell the Outcome

Take a fresh look at your marketing this week.

Are you primarily talking about what you sell, or are you talking about the problem you solve?

Instead of saying:

“We provide accounting services.”

Try:

“We help small businesses understand where their money is going so they can make smarter decisions and grow with confidence.”

See the difference?

The first statement describes a product or service. The second describes an outcome.

People may be interested in your product, but they are motivated by what that product can do for them.

That applies whether you are a contractor, restaurant owner, financial professional, nonprofit, retailer, consultant or manufacturer. Your customers have problems. Your job is to understand those problems and make their lives better.

The Des Moines Advantage

Here in Des Moines, we have an incredible opportunity to build businesses around relationships and solutions.

Our business community is big enough to create opportunity and connected enough that people remember how you treated them.

So do not just be the person who sells something.

Be the person people call when they have a problem.

That is a much more powerful position to occupy.

Your Call to Action

This week, have three conversations with customers, prospects or fellow business owners.

Do not pitch them.

Ask them:

“What is one business challenge you are trying to solve right now?”

Listen carefully. Take notes. Then ask yourself:

“Can I help solve that problem—or do I know someone who can?”

Because when you become known as a problem solver, you don’t have to chase every sale.

The opportunities start coming to you.

That is the Jimmy Tip: Stop selling. Start solving.

Cheers,

Jimmy