There are two reasons to change a light bulb:
- It’s burnt, broken or simply not working.
- There is a newer, more efficient light bulb, or perhaps, you are bored with the yellow bright color and would rather have you room colored with futuristic purple or green.
Either way, you would only change a light bulb if you first had a desire to do so. Desire can also mean a problem because until you fulfill that desire you have the problem of that desire not being fulfilled.
And it makes no sense to replace a working light bulb with another one which is simply the same.
What is the problem you are trying to solve? You should know at least twice as much more about the problem of your customer than they know about it.
When people can see, feel and understand you are the expert at the problem they have, then it becomes much easier to sell them the solution.
Your solution is accepted only after you established the problem. Sometimes, your customers may not even be aware they have a problem.
Sometimes, you must first break the idea that their current light bulb is working. You must make a case to why their current light bulb is insufficient.
It’s only when people acknowledge their problem, that they become ready to accept a solution.
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