This is my first post after the summer break and today I’m making a start on the fourth this element of the circuit questionnaire, the Problem. The thing to remember here is this problem is your market’s problem. You might have any number of problems but these need not detain us here.
In its earliest drafts this element began with a staccato set of questions. At no point did it ask “What is the Problem?” If you don’t know what your market’s problem is, how can you understand its nature?
How well do you know your customers? Do you know them well enough to really understand their problem? You are seeking to bring together two things here:
- The problem as your customers experience it, perceive it and describe it. You need to show you understand their problems and so you need to use their language and show ideally you have experienced it and know what it feels like to have it. It is not so crucial to show you have overcome it. Not at an early stage.
- Your particular expertise. You have unique knowledge and experience that means you can help people with this problem.
Some Examples
The first is far more important than the second when you reach out to people. This is particularly important for people offering coaching or counselling but it is actually important for almost everything. Here are few examples:
Hairdresser
“I know what it’s like to have unmanageable hair when you’re going to that crucial interview, meeting an important client, speaking to a group of business people. I know how important it is to look good and how dreadful it is when something goes wrong with that first impression.”
Optician
“I know what a liability failing eyesight can be, perhaps you first noticed it driving or find you have to sit near the front in seminars. But you dread having to put in contacts or looking geeky in specs. We offer a discrete and supportive service for business people so they can carry on working with a new vision!”
Wholefood Shop
“Good wholesome food can be a challenge – you may be wondering, what are the best things to eat, what’s in season, how do I cook it? We provide a helpful service to our customers. Our staff are ready and briefed to explain how you can cook our products and their nutritional value. We know busy people are often unable to devote a lot of time to cooking but a healthy enjoyable diet is worth putting in a little effort. We’ll show you how to get the most benefit for the smallest investment of time.”
And so you could go on. I’ve used a market of busy business people as the basic – and you could describe the problem for each of these businesses as your particular market might express it. Try to show you have experienced the problem, you know the solution and work through the implications of your problem for your particular market.
Naming the Problem
Remember, someone with a problem does not necessarily know what it is. So, someone who keeps losing their temper might be aware they have a problem but not aware the cause may be stress. If you ask “Are you stressed?” they would answer “No”. Ask “Do you keep losing your temper?” and they might get in touch. You can then explore with them whether the problem is stress or something else.
The questions that follow in the circuit questionnaire, under 4.1, help you get a clearer perspective on your problem and we’ll look at them next time.
Can you describe potential customers who may have a problem but do not know what it is?
