I help (who is your target audience)________________ by providing ______________(what is your unique service) to ___________(what are the results do you deliver or what benefit they receive)

Be specific and describe your ideal client: what is their job title, what size company, their location, their industry, etc.

“The root of every sale you'll make is change,” says Keenan. “You are a change agent. [People] don't buy anything unless [they] want a change.”

“Don’t get lost in features when you’re trying to hone in on [the customer’s] problem,” says Keenan. “Figure out the problem and the impact of the problem.”

To demonstrate his point, Keenan said to think about this scenario: if you have a bad headache on a Sunday where you have nothing to do, would you pay $1,000 for a pill to make it go away? Maybe not.

What if you had a big presentation the next day, with a huge commission riding on it? You might consider it.

But what if the headache was connected to a major health problem? In that case, you will definitely spend the $1,000.

In this example, the problem is the HEADACHE and the impact of the problem (the big presentation or the major health problem) drives the motivation to buy. That’s where the VALUE of the product comes into play.

The problem is only a problem based on the impact, Keenan says, but too many people jump right to the scary part (the major health problem) without first finding the ROOT CAUSE of the problem.

Keenan said to uncover the following information to figure out the root cause answer these questions:

What is the problem that the customer is experiencing?
What impact does it have on their people and their business?
Based on that information, what is the root cause of the problem?

Give some thought to this and now apply it to your business product/service.

Whether the customer objects to a lack of features, price or other factors, every sales methodology comes with obstacles. But Keenan says if sellers can get the problem-based sales methodology right, they can minimize objections from the customer.

Understanding what holds your prospects back from relieving their "pain" is important to know. Inability to take action on the part of your buyer is also your competition.

Anything else you want me to know before our call?