Solving Problems Isn’t Enough – Start Inspiring Your Customers
- Jens P Edgren
- May 12
- 5 min read
For decades, we’ve heard it said: “Sales is about solving the customer’s problem.” And sure – there’s some truth in that. But I want to challenge you to think one step further. Today, simply solving a problem is no longer enough. Not in the world we live in.
We’re in a time of recession, geopolitical turmoil, shifting trade conditions, and uncertainty. This affects not only our customers – it affects us as sellers. Decision-makers become cautious. They hold on to their budgets. And every investment is scrutinized, not just for its direct benefits, but in comparison to what else the money could be used for.
From Need – to Alternatives
Let me give you a personal example.
My wife and I live in an older house. The windows are old and poorly insulated – energy is just leaking out. It’s clear that we need to replace them. So we call a carpenter. He comes over, measures everything, is nice and professional, and sends a quote. 13,000 euros.
When we opened the email, we nearly fell off our chairs. That’s a lot of money.
First thought: “Can we get this cheaper somewhere else?”
Second thought, which came a bit later, was far more interesting: “If we’re about to spend 13,000 euros – is there something else we’d rather invest that money in?”
And suddenly, an entirely different conversation opened up between us: - What if we renovated the basement instead? We’ve talked about adding an extra room down there. - Or replaced the car with a more fuel-efficient model? That would give us daily savings and a greener conscience. - Or upgraded the battery for our solar system – reducing our electricity bills even more and becoming less dependent on the grid.
All of these were just as real as the window replacement. And we started to rethink the need.
Here’s the point: we didn’t stop thinking about the original problem – but we began seeing it in a new light. It was no longer about which carpenter to choose – it became a question of whether we should replace the windows at all. And this is exactly what happens inside your customer’s mind too.
This Also Happens in B2B
Your customer might have an outdated system that needs replacing, or machines that no longer function properly. They know they’ll need to invest eventually.
But when the money is about to be spent – and it becomes real – they start thinking: “What if we just wait? Could we get more benefit, more excitement, or more impact by investing elsewhere?” They begin weighing your offer against completely different investments within the organization: - A leadership training initiative? - A brand campaign? - A workspace renovation? - An ESG initiative? - A new certification?
So what do you do, as a seller, when your solution suddenly competes with entirely different priorities?
You stop focusing solely on problem-solving.
Three Questions That Make You a Value Creator 1. What value does the customer really attach to this investment? We need to stop assuming the value is obvious. For the customer, every investment is a choice between alternatives – not just between suppliers, but between completely different kinds of value.
So ask questions that help them articulate what this investment means to them: - How would you measure the impact of doing this? - What effect would it have on your costs, efficiency, or sustainability? - What’s the cost of doing nothing? Think ROI, TCO, LCC – but translated into their real-world context.
2. How can this investment create additional value – for the person, their role, and the organization? People make decisions – not companies. And people have careers, ambitions, motivations, and the desire to make an impression.
So ask: - How could this project contribute to your strategic goals? - Who in the company would gain positive visibility if this succeeded? - How does this strengthen your position in your role? Sometimes even a small thing – like a new branded doormat – can create a symbolic boost. It’s about understanding what truly matters to your customer beyond the rational.
3. What else could we do – while we’re at it – to increase the value and enjoyment of this investment? This is my favorite question. It assumes the customer is moving forward – and opens a dialogue on how you can jointly Increase the overall value. It’s upselling – but not as a push tactic. It’s an invitation to co-create more value.
For example: - If you sell energy-saving systems – why not propose a screen in the lobby showing daily savings? - If you sell windows – why not suggest some colors or design upgrades to make the house more unique? - If you sell technical platforms – why not frame it as part of a broader innovation initiative?
Small ideas can lead to big impact – if you ask the question.
Summary Solving problems is no longer enough to win deals. You’re not just competing with other suppliers – you’re competing with other investments, other values, and other dreams.
That’s why you need to: 1. Understand the customer’s value logic: What do they truly get out of this? 2. Explore the personal and organizational benefits: What does this mean – really? 3. Ask how to enhance the value: What more could we do, while we’re at it? With these three questions in your toolkit, you’ll not only close more deals – you’ll have deeper conversations, better relationships, and stronger results.
Want to learn more about how to ask better questions using the MEDDIC methodology?
Reach out to me at jens@medic.se, join one of our webinars, take a course on Udemy, or read my book “The New MEDDIC – Sell More, Faster.” | ||||
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