Why you cannot win customers by selling products?

How a small counter of baby diapers turned into one of the biggest companies…

Around 15 years ago, I was a salesman of a telephone directory.

At the time, I used to look for clients to sign up in the directory, through door-to-door approaches & cold calls.

Once, I approached the owner of a small counter that sold baby diapers & other products for newborn babies.

I signed him up for the listing in the directory & moved on. I didn’t think about him for a long time.

But then, after a few years, I saw the same man running a big showroom.

And today, he runs one of the biggest companies for baby products!

I was very impressed… and very curious about how he turned his small counter into a big company.

So I asked him how he did what he did.

His response? “I always ask my customers what their biggest frustration is. Once they share that, I build products tailored to solve their frustration!”

I was rather surprised by his answer.

Understand your customer’s problems and solve them: the advice was gold!

Instead of just focusing on building a rapport, sales people should focus on addressing the customer’s pain points.

Win customers not by selling products to them.

Win customers by building solutions for them.