What problem can you solve? More specifically, what problem can you solve for whom?

These two parameters are the heart and soul of your value proposition. You have to know your audience and you have to know what their challenges, issues or problems are. If you know these not, you have nothing.

The more specific you can be in terms of “for whom”, the more enjoyable and fulfilling will your career be.

It is not what you do that matters … not at all. What matters is for whom you do it. The “whoms” are the ones who make payment. And it’s their challenges, issues and problems that move them.

If you can identify your “whoms” and feel their pain, you will be in a very good sales position.

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