Discover the Client's Need, Before Selling the Solution

Doesn't every lawyer do that? Well maybe not so much. Sometimes professionals are too busy talking about the solution to a problem they assume the client has, when in fact the client may not even recognize they have a problem. In other words, you can't solve a problem that the client doesn't know exists.

So the key, according to marketing guru Seth Godin, is that you must sell the problem before you sell the solution. He's talking about the fear and benefit thing. First, you need to uncover the problem or concern (i.e., need), before you "jump into (the) features and benefits" (i.e., solution) you are selling. Additionally, Seth points out an "interesting paradox" in all this. That is, a client may not even admit to a problem, unless they see a hint of a solution. In other words, you have to sell the problem AND show them a way out of it before they'll retain you.

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