✌️ Problem Solved

In this week’s issue, we’re going to cover a simple problem-solving method to help you view ideas and issues from different angles.

Eilte sellers are master problem solvers and the bigger the problems you solve, the bigger the payout.

The issue with most sellers is they’re product-focused instead of problem-focused.

So let’s review a new way of looking at and solving problems to get you on your way to bigger commission checks.

The 5W1H Method

The 5W1H Method has been around for ages.

It’s a method to help you better understand a problem from different angles, brainstorm solutions, and find the root cause.

5W is an acronym for:

What

Who

Where

When

Why

And the H stands for:

How

Here are the questions you should ask yourself when faced with a problem that needs to be solved.

1. What is the problem?

2. Who is responsible, involved, or impacted?

3. Where is the problem?

4. When is the problem occurring and how often?

5. Why is it happening or what’s the root cause?

6. How can we prevent or solve the problem?

Most sellers stop at #1 and jump directly to the H.

However, elite sellers dig into the different layers to more deeply understand the 5 W’s and gain more clarity on the specific H.

Here is an example of how you could use this in practice. (thanks to Nate Nasralla for the Problem Statement from his Buyer Enablement Crash Course)

1. What is the problem?

   • Website visitors don’t convert to new demos

2. Who is responsible, involved, or impacted?

   • Marketing = increasing CAC (customer acquisition costs) Sales = weak pipeline. Execs/Investors = missed revenue targets

3. Where is the problem?

   • On our website

4. When is the problem occurring and how often?

   • Monthly we have at least 50,000 visitors hit our blog, but only 1% convert (standard is 2%)

5. Why is it happening or what’s the root cause?

   • No way to customize the experience for each visitor based on who they are, where they came from, what content they’re engaging with, and what stage of the buying journey they are in.

6. How can we solve the problem?

   • Leverage Drift chatbots and conversational AI to identify who is ready and qualified to talk with sales - converting more website visitors to sales demos, increasing pipeline & revenue, while driving down CAC.

In looking at the problem from different dimensions - it allows you to fully understand the size, scope, and how it impacts all areas of the business.

The more you can tie the problem to a priority that an executive cares about- the better.

So the next time you’re in discovery or talking with a buyer about a potential problem or issue - stop jumping from the “What” to the “How”.

Use the 5W1H to guide the conversation.

Here’s a quick video of me reviewing this live.

Come back next week to learn how to use the 5W1H method and a whiteboard to accelerate deal cycles and simplify concepts.

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You can check past issues here. ✌️