This post is part of the 📖 The Brain Audit series.
Today I am still reading the first chapter Bag No. 2: The Solution from the book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.
Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.
The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.
Yesterday, I started to read Bag 1: The Problem chapter.
From the introduction chapter, we read and understand that we need to know the 7 elements of why our customers buy from us or why they don’t. Here are the 7 things for you to recap.
- Bag No. 1: The Problem
Bag No. 2: The Solution(we are reading this today)
- Bag No. 3: The Target Profile (The Trigger)
- Bag No. 4: The Objections
- Bag No. 5: The Testimonials
- Bag No. 6: The Risk Reversal
- Bag No. 7: The Uniqueness
Bag 2: The Solution
So should we simply drop ‘the solution’ like a hot potato? And why would the solution be important? And just what is ‘the solution’ in the first place?
The solution is simply the answer to the problem. The customer has ‘a problem’. You bring up ‘the solution’. The customer has an issue that needs fixing. You’re the fix-it person. The solution is simply the answer to a need or wants that the customer has.
We’ve been trained to state the benefits and features.
Are we to simply drop the solution?
Not at all. We simply follow the sequence of the bags.
First the problem. Then the solution.
The role of the solution: to bring relief.
In every market, you have ten, twenty, or even five hundred lemonade stands on the same sidewalk. And if your sign is simply a solution, like all the other signs, then the customer’s brain may simply not react to your sign. But a sign with a problem gets attention.
That’s it for today.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
Solutions are just as important as problems. But they have to follow the sequence.
They should only show up once the problem has been introduced. Don’t jump the gun and put your solution before the problem. Doing so will greatly reduce the impact of communication.
Author(s): Sean D'Souza
Part 4 of 15 in the 📖 The Brain Audit book series.