To improve the uptake of your offers you need to appeal to your customers’ emotions. Nothing works better than offering a solution to a problem. Customers who know your product will improve their lives are more likely to make a purchase.

Learn how you can sell more products by focusing on selling the solution to your customers’ problems here.


Why Should You Concentrate On The Customer’s Problem?

Customers are unlikely to buy a product just on the merits of the technical features. Also, it may be possible your customers do not understand, or even care about, the technical aspects of your product. They are likely to respond better to the experiences and life improvement your product could offer them.

Selling solutions gives context to how your products can influence the customer’s life.

For instance, if you sell computers, the average person does not know how impressive certain amounts of storage are. However, by stating the device can store up to X amount of hours of movies and music or identifying the number of photos the device can store can help the customer visualise their use of the device.

Yet you have to be careful and target the benefits to the specific audience. Some computer users will be looking for devices to store significant amounts of videos and music; others will look for devices suitable for the high demands of gaming.

Identifying the problem or need is imperative to selling the right solution to your audience.


How To Find The Problems Your Customers Are Experiencing

There are many ways to discover what the problems being experienced by your customers are. Here are a couple of the methods:

Talk to customers – Everyday your customers will be asking you questions. By noting down their questions you can determine what the common problems are. From here you can tailor your content to directly demonstrate how your products can solve those problems.

Conduct market research – Your current customers may already realise the benefits your product offers. These customers are not going to help identify problems. However, those not familiar with your product could be valuable sources of information. Form focus groups, surveys or initiate other forms of market research to find out the information you need to know.


How To Create Sales Technique

Once you have collected all the information from your customers and others in your target audience, start building a strategy to create the right sales content. The first step is to write down all the problems your customers experience and the possible solutions. Be very descriptive at this stage. If you need help, ask current customers how your product has supported them.

Next, edit the solutions so they are as short as possible. Preferably keep the solutions down to a short sentence of about ten to fifteen words. Group the solutions together into groups of three.

Three is a perfect number for your sales text. It is large enough to give significant authority to what you are writing and is easier for your audience to remember. A highly memorable piece of sales text can allow you to attract customers back, even if they’ve abandoned the sales process previously.

It is recommended to have numerous landing pages. Research has shown businesses that have 15 or more landing pages will generate more high quality leads and better revenue. More landing pages will also give your website a better chance to be ranked highly on search engines.


Examples Of Selling The Solution

Big brands understand selling the benefits for their products is very important. Their marketing is often focused on selling those benefits rather than any features or technical details. This tactic is used throughout television placements, publications and through online marketing.

Food and drink products are a good example how big brands can sell the benefits of their products to consumers. Similar products can sometimes have different highlighted benefits.

For instance, some yoghurt producers will concentrate on demonstrating they provide healthy bacteria to aid digestion while others highlight calcium nutrients for healthy bones.

Other food products like microwavable rice are often portrayed as being high quality and prepared in minutes. Food is also marketed as a way to bring people together.

Drink products are often marketed as supporting an individual’s social life. They can also indicate their product supports individuals in having a good time. Millers Beer is a perfect example of this.

Clothes can often be portrayed as a method to establish yourself in society and perfume as the solution to attracting partners.

Another particularly unique example would be in the furniture industry. The modern family is often tight on home storage and so furniture companies offer ‘storage solutions’. The companies could offer them simple wardrobes, but by marketing them as storage solutions they become more appealing and directly deal with solving the issues the customer is experiencing.


The Biggest Advantage Of Selling Solutions

One of the biggest advantages with selling solutions is it aids your website’s page rank. This is because when people search for solutions online they are unlikely to directly search for your products. They will ask a question on Google or another search engine which relates to their problem.

If the sales copy on your website directly discusses that problem and offers a solution, your landing pages will rank highly on the search engine. This will automatically generate you high volumes of traffic, gaining you a greater number of leads and higher revenues.



Selling the solution to your audience’s problems will greatly increase the chances you have of selling your product. By organising solutions into groups of three you can create memorable sales text with authority, again increasing the conversion rate. Good sales text, which concentrates on solutions, will also support your SEO benefits and allow you to rank highly on Google and other search engines.


Action Steps:

  • Ask customers, conduct surveys and do market research to discover what problems your customers are experiencing.
  • List these problems and assign the solution your product offers.
  • Create landing pages for each problem, explaining how your product solves the issue.
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