The Five P’s of Buyer-Problem Qualification

As you are working with each buyer and stakeholder at your target customer, map them to the buyer-problem qualification diagram to determine involvement to solving the problem, and how severe they view the problem to be at their company.

5 P’s to problem identification

1. Person: Begin by identifying the buyer you’re working

with — what is their role within the company, and how are

they affected by the business issue that you are attempting

to solve with your product?

2. Problem: Using the diagram in Figure 4, ask yourself, “Does

the person think that the problem exists?” This is determining

whether the buyer thinks there is a problem worth solving.

3. Perception: Once you determine that the buyer agrees that

the business problem exists, the next question is, “How big is

the problem?” — meaning, do they think the problem is small or

Large?

4. Proximity: Next, identify how close each buyer is to the

problem. Is the problem something that affects them and their

teams every day and they feel the pain of it severely, or is the

problem one that affects them from afar?

5. Perspective: Finally, during your sales conversations with your

target buyers, learn how each buyer thinks the problem should

be solved. For example, is this a problem for which they should

work with an outside partner, such as yourself, or try to solve

the problem internally? Or is their perspective to do nothing

because the problem isn’t worth the investment of company

resources right now?

[Excerpt from my new book — “Stop Hustling, Start Scaling.”]

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