Helping others solve problems

by Blair Warren

A friend and I recently worked through a pitch he planned to deliver to a major automotive manufacturer.  Early in his presentation, he identified several key problems facing this company.  The problems he identified weren’t readily obvious, but they were important.  He then explained how he would resolve each of these critical issues.  All in all, his pitch was solid and passionate.  But it was doomed to fail.  Why?  Here’s how I explained it to him:

“You are focusing on the wrong problems.  The problems you need to focus on aren’t those you have identified, but those your potential client is currently struggling with.  Even if you sincerely believe the problems you’ve identified are more important, unless you begin by focusing on those they’re currently struggling to solve, you won’t even be heard, much less hired.  Remember, you can always steer your client toward the more important issues later, but only if you finesse your way into their minds in the first place.”

Seems obvious when we look at it.  But when we’re the one’s crafting the pitch, it’s usually the obvious that is the most difficult to see.

Posted on Monday, December 26, 2005 at 12:35 PM

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