TFT: The Founder’s Guide to Selling
Why Focusing on the Problem and Solution is your Guide
Many technical founders struggle with sales because they think of it as pushy or manipulative. The reality? Selling is just problem-solving. This post would help founders shift their mindset and adopt sales techniques that feel natural. The key here is problem -solving. That means you need to have a problem in mind. You need to solve that problem. The rest of the process is just helping the customer understand the problem, so they know why they need your solution. That is what we are talking about in this post. We want to reframe the sales by defining the problem. Understand if those customers see the same problem. Then finally you are going to confirm the solution matches the customer’s problem.
The Reframe: Do not Pitch a solution, Define a Problem.
You are not selling a solution. We have talked about this before in previous posts. The key when it comes to sells is being a problem-solver for your customers. That means there has to be a problem to be solved. If there has to be a problem to be solved, then you need a problem defined. You saw a problem in the world, which is the reason that you started your venture. So define that problem. Become an evangelist for that problem. Understand how this problem impacts other businesses.
Are they saving money?
Are they saving time?
Are they doing more with the same headcount?
Think through questions like those above. Define your problem statement. That way you can get everyone on the same page quickly. Everyone needs to agree on what the problem is, and that the problem needs to be solved. Start with a clear definition of problem being solved.
Read the Room. Is your Problem Statement Landing?
Part of the reason you really want to focus on a clear and concise problem statement is that it gets everyone on the same page very quickly. We can all agree that this is the problem and that problem needs to be solved. As you start to move into a solution to the problem you want to read the room. Is everyone in agreement on the problem at hand.
Do you still have eyes focused?
Are heads nodding?
Are people sitting forward in their chairs?
Reviewing these items will tell you that you have an engaged audience. It will let you know that you have agreement on the problem. If you have lost the audience, or you do not have agreement on the problem statement then the solution does not mean anything. Reading the room will tell you if you need to redress the problem statement. Once you have everyone on the same page you can move to the solution. So read the room and remain on the problem statement longer if needed. If you cannot get agreement on the problem statement, move on and reschedule for another time. No sense in trying to sell a solution if no one agrees on the problem. You and the customer will appreciate the shorter meeting.
Keep in mind as you refine your problem statement and develop more case studies and additional information about your solution you can always follow-up. Just make sure you still start with the problem statement. If you never get alignment on the problem statement you will always struggle to sell.
Life Improvement. Does this Solve your Problem?
As you get agreement on the problem statement and you move to the solution you need to confirm that the solution does indeed solve a problem for the customer. As you are communicating the solution, similar to the problem statement, you want to read the room again and make sure the solution is an improvement for the customer. You want to make sure that your solution simplifies their daily life. That could be through:
Time savings.
Simplistic processes.
Getting more work done with the same resources or less.
Once you have closed the sale and you have implemented your solution, follow-up with the customer. Ask them how it has been working for them. Ask open-ended questions to get their feedback on how you can continue to improve the solution. What challenges do they have still with solving that problem? Staying engaged with the customer and asking for feedback will lead to a batter problem solution in the future. You will also build relationships with your customers and you will have the opportunity for repeat sales and even upsell opportunities as you grow.
Keep in mind: If you cannot agree on the problem statement one last thing before ending the meeting is asking what problems that customer is trying to solve in this area. They may not be focused on this specific problem. But they may still have problems that you can help them solve in the future. Ask for feedback and you will stay ahead of the market.
Action Step
Review your current problem statement for your solution. Is it clear? Is it concise? Take 30 mins today to rewrite it to clarify the problem you are solving.
Then set up 5 new sales calls using this problem statement and ensure you get agreement with the customers on the problem statement before you move to the solution.
Additional Readings
“How to Build a Successful Founder-Led Sales Strategy” - Heavy Bit
“Problem-Solving in Sales: 7 Techniques to Improve Your Skill” - P Club
“B2B SaaS Sales: Strategies and Tips for Technical Founders” - Eleken
Are you looking to improve your sales process or hire your first sales professional?
Are you a technical expert ready to transition into sales and need guidance?
If so, we’re here to help! Reach out to us with your specific challenges, and we’ll schedule a time to discuss how we can develop a customized plan to meet your goals.