In which we emphasize the importance of articulating the value of a solution before we introduce the idea of the solution.
One of my friends is a senior engineer for a computer company. His team makes VERY snappy gear. He once said to me: “When introducing a computer command, a computer language feature, or a piece of computer hardware to someone, we find the conversation goes better if we first describe the problem it was designed to solve.”
Sales translation: “When introducing our product or services to clients or prospects, conversations go better if we first describe the dollar or time magnitude of the problem we are trying to solve, and then describe the dollar or time benefit of our product or service, then describe the solution.” So: Problem, benefit, solution. PBS.