Educate your customers like a school

"What level of understanding of BOTH the problem and the solution do your customers arrive at your business with?"

It might seem almost logical to assume that the better they comprehend the problem and solution, the more likely they are to become a great customer.

This assumption is false.

In fact, logically speaking, the better they understand what the solution should be, the more likely they are to become a demanding customer. They will have higher expectations and more specific requirements. They will not necessarily make you more money.

There exist numerous companies who provide subpar services to uninformed customers.

The best solution doesn’t always come out on top.

Considering both these aspects, we can draw a valuable lesson:

We often do not know how much our customers already know about the problem and solution before we engage with them in conversation.

We choose to make it our responsibility to uncover this information and gather as much data as possible to prepare ourselves.

Consequently, we need to reflect on our customers:

Can we create the best business relationships with customers who either do OR do not know the problem AND/OR solution?

Take a moment to ponder this.

This implies that there are distinct customer profiles that will approach your business differently, each needing tailored education.

Let’s delve into these profiles:

Knows the problem, does not know the solution: These are generally great leads since your business can position itself as the best solution for them.

Does not know the problem, does not know the solution: These are challenging leads. They require clear guidance on why and how they have a problem. If they don’t naturally realize this, pushing too hard could make them believe you’re only interested in making a sale without addressing their actual needs.

Knows the problem, knows the solution: Changing someone’s perspective when it’s already formed can be a true challenge. If your solution aligns with their beliefs, it’s advantageous. However, if not, expect extensive questioning unless you can promptly convince them. Learning from these leads can be immensely valuable. See them as more than just a source of revenue.

Does not know the problem, knows the solution: Generally, you’re expending effort in vain unless they’re simply misinformed.

The easiest business comes from when someone is already aware of their problem and is OPEN to a solution.

If someone isn't aware of their problem, you must first educate them about it and then, on top of that, convince them your solution is the right one.

I have seen it many times before: a salesperson spends hours educating a customer about their problem, only for that customer to go to their competitor.

Simultaneously convincing your customer of the problem and solution can sometimes come across as manipulative.

Recognizing various customer types, the best approach to marketing and sales becomes multifaceted.

First, develop an evolving market analysis that comprehends the most common problems faced by customers.

However, this isn’t enough!

You must also comprehend the most common solutions customers encounter. On the market, and in their heads.

Revisit the fundamental principle of your business frequently:

Product-Market fit.

Product = solution

Market = problem

Your business encompasses both the product AND the fit.

This is a tricky concept for most people to first wrap their head around, because no one preaches it.

However, when it clicks, you will laugh at its simplicity 🙂

Your company is a business; it is not the same as your product or service.

Hence, in educating your customers, structure your content and communication with this perspective:

Some customers enroll in 'Gardening I.' Some are ready for 'Gardening II', and others already have a PhD.

When you organize your customer journey based on these principles, you will capture market segments you previously overlooked.