Trying to convince buyers that your service or product is right for them is a traditional way of thinking about attracting and converting customers.

The fact is buyers aren’t interested in your services or products, they are interested in their problems and how to solve them.

You need to talk less about your business and more about buyer problems because buyers can’t see your solution out of context. To put your product/service in context, you need to wrap it into a real problem.

This approach works much better because buyers are naturally sceptical about solutions that can solve all their problems. So talking about problems removes this scepticism and replaces it with affinity.

The best way to do this is to be proactive about understanding your buyers’ problems in detail.

Buyer mapping is a valuable exercise which helps businesses become much more granular in understanding problems. Serious sales and marketing professionals will conduct a buyer mapping process which seeks to truly understand what behaviours, information needs and problems drive buyer behaviour and move them to solve their problems. The end result is a comprehensive picture of your ideal customer, referred to as a buyer persona.

Essentially, buyer personas help your sales and marketing staff target buyers at a more granular level. For most businesses, It’s the beginning of truly understanding buyer behaviour.

For example, if your ideal customer is a marketing director, you may be assuming the types of problems these people have. And why not, it’s what you’ve always done, right?

Targeting marketing directors isn’t enough in the age of the customer. This is because every marketing director is different. You’ve got ones that work predominantly in branding and awareness. Their problems could be around measuring the effect of their latest ad campaign. Then perhaps you have other marketing directors who want to know how their next campaign will affect their revenue pipeline.

Your service or product may solve both these problems, but if marketing directors can’t apply your solution to their specific problem then they won’t see the potential outcomes.

So instead of targeting marketing directors, your new buyer persona will have a much better, more focused label such as “Commercially Focused Marketing Director for Pharmaceutical Manufacturer”.


This will give your sales and marketing staff hyper-focused messaging and as a result lead generation will improve because you can discuss solutions for problems that your buyers are actually experiencing.


Now I know who my customers are, how do I get in front of them?

The buyer mapping process will not only help you focus on discussing solutions with your ideal customer, it will influence all your sales and marketing messages and activities.

Traditional sales methods such as networking and cold calling just aren’t an efficient use of your time in comparison to modern digital sales and marketing tactics. What’s more these methods are becoming less and less effective by the minute.

People are taking control. They’re tuning out marketing messages that are impersonal and interruptive. Your new customer is not a business. They’re an independently minded, highly connected person.

This approach works much better because buyers are naturally sceptical about solutions that can solve all their problems. So talking about problems removes this scepticism and replaces it with affinity.— Duncan Dibble

This means they have a smartphone, which is perpetually connected to their networks. They also have social media profiles, so they are communicating with their audience regularly.

But these connected individuals don’t just use these tools to be accessible, they are using them to gather, find and consume information.


If you really want to get in front of your target customers then you need to turn to the web.


The next stage to get in front of buyers is to start creating content (blogs, articles, videos etc.) about the intricacies of customer problems and how they can solve them with your assistance. By doing this you are educating your customer and pulling them through the sales funnel instead of trying to push them.

Your content must reflect the intricate problems that you have identified in the buyer mapping process as this will help you cut through the noise that is already out there.

By creating engaging, helpful and relevant content, your buyers will learn more about their problem, understand it better and more importantly, understand how they can solve it with solutions you offer.

By providing content that seeks to solve real problems your buyers have, they will naturally show an interest in you and your organisation.— Duncan Dibble

Businesses who are ahead of the curve are already creating and distributing content aligned to each stage of the buyer journey. This educates buyers and creates a funnel of marketing leads, that pull prospects closer to your products and services.

Simply put, when your buyers go online to search for solutions for their problems, you will have valuable and engaging content designed to solve them. This is how you get in front of your buyers.

Once you have connected with your prospects, you can adopt a consultative selling approach to really impress them and deliver an inspiring solution.