COVID-19 taught leaders lots of powerful classes and revealed that even well-established companies may fail within the midst of uncertainty. Though there’s no foolproof solution to insulate your organization from potential hardships, you’ll be able to preserve relevance by specializing in the issues your services or products clear up.
Being problem-driven serves a number of functions. First, it retains your focus squarely in your clients. You aren’t as more likely to be distracted by the “what you do” or the “the way you do what you do.” Fairly, you’ll at all times refer again to the important thing motive you’re in enterprise.
A second profit is that you just’ll be extra environment friendly together with your general processes and staff time administration. You’ve doubtless skilled some turnover as a consequence of the Nice Resignation. Turning into an issue solver offers your staff members route and goal. This helps them be extra engaged and productive; they’ll be extra more likely to stick round as a result of they know they’re making a distinction in clients’ lives.
Lastly, turning into problem-centric will assist you to make your services even higher. When you really perceive your clients’ issues, you’ll be able to establish related options and deal with different tangential struggles.
Inspiring Your Group to Turn out to be Drawback-Targeted
Are you able to focus your enterprise round the issue you clear up? The next methods will assist you to reset your North Star so that you just always remember why you’re in enterprise:
1. Analysis different corporations which have generated success by fixing particular issues.
The easiest way to grasp the advantages of turning into problem-driven is to examine different corporations. Take Salesforce, as an illustration. The cloud-based software program firm helps its customers retailer, handle, and analyze information. In different phrases, the issue Salesforce solves helps clients keep organized and make well-informed selections.
Subway solves a a lot completely different drawback: shoppers’ want for quick meals that’s additionally wholesome and never overly processed. Subway’s whole platform is constructed round exhibiting clients how they overcome this drawback, proper right down to its “sandwich artisans” making meals in entrance of shoppers’ eyes.
As a facet word, you may wish to think about the issues your strongest rivals clear up. Do you clear up the identical drawback differently? Perhaps your answer is extra reliable, however your rivals are doing higher jobs positioning their options from problem-solving angles. Be taught from these round you to find out one of the best path ahead.
2. Communicate together with your most happy clients or purchasers.
Have you ever overlooked the issues your organization solves? Your largest followers haven’t. They know why they admire your enterprise. You simply must open up communication to allow them to provide you with explanations.
There are quite a few methods you’ll be able to collect this data. As an example, you may wish to ship out surveys or arrange in-person or on-line focus teams. Relying on the kind of market you’re in, you may decide up the cellphone and have one-on-one conversations together with your finest champions.
Remember to write down all the issues that your clients say you solved for them. Then, search for widespread threads so you’ll be able to drill right down to just some core issues. Your gross sales and advertising staff members can present a type of litmus check to make sure you’ve recognized the problems they hear from clients every day.
“The golden rule for each enterprise is put your self in your buyer’s place.” – Orison Marden
3. Remodel your mission and imaginative and prescient statements.
Do your mission and imaginative and prescient statements define the issue your organization addresses? This must be a significant precedence. When your mission and imaginative and prescient reference the issue you clear up, the entire world is aware of instantly what to anticipate out of your model.
Once more, this can be a good place to start out conducting analysis. Search for some profitable corporations’ mission and imaginative and prescient statements. See which of them tacitly or overtly talk about issues. How does yours examine?
Simply ensure that your mission assertion doesn’t sound pessimistic or overly transactional. Trustworthy Tea’s mission does this properly: “Trustworthy Tea seeks to create and promote great-tasting, wholesome, natural drinks.” The assertion implies that not all drinks are scrumptious, good for you, or sustainable. However the phrases themselves are stimulating and interesting.
4. Make your gross sales and advertising messaging problem-centric.
All of your gross sales and advertising supplies ought to clarify how your organization solves an issue. By placing this messaging entrance and heart, you’ll present potential clients precisely how one can make their lives higher.
Think about the movies you produce. In right this moment’s world, video content material is crucial as a result of so many individuals devour it repeatedly. HubSpot analysis exhibits that about two-thirds of individuals depend on video to find out about merchandise or manufacturers. For those who’re making a video, begin off by speaking about the issue you clear up. Be certain the issue’s destructive impacts are clear. From there, you’ll be able to communicate extra about how your organization tackles the issue and some great benefits of your services or products.
Don’t neglect to replace your cold-calling campaigns, too. Each name ought to contain problem-based discussions that lead prospects to the conclusion that your organization is the best companion. As you’re updating your gross sales scripts, keep in mind that issues are virtually at all times straight related to a drain on time, revenue, or each.
Your clients’ issues are your alternatives. So long as you clear up a related drawback, enterprise won’t ever dry up. And that’s an excellent place to be in as a result of it helps shield you in opposition to occasions reminiscent of recessions and the Nice Resignation.