The Difference Between Product Buyers and Solution Buyers Top Secrets of Marketing & Sales

It's great when people just want to buy our products and services, but product buyers are only ever a small part of the entire market. So how do we get to all the others who could be good prospects for us but don't even know they need our solutions? Target solution buyers!







David:                   Hi and welcome to the podcast today co-host Chris Templeton and I will be discussing the difference between product buyers and solution buyers. Welcome Chris.



Chris:                    Hi David. This is a great topic and really interesting when we look at the difference between a product buyer and a solution buyer, is there really a big difference or is it not that big of a deal?

Product buyers are great

David:                   Good question. I mean, if somebody just wants to come and buy our product, then that's great, right? We don't really care too much beyond that, but maybe we should. And here's what I mean by that. Somebody comes to us out of the blue, let's say completely unsolicited and they want to buy what it is that we have to offer. Okay, well we can just sell it to them and we can be happy because we made a sale and they can be happy because they got what they wanted.



But if we think back to what we talked about in a previous podcast, the idea of creating customers as opposed to just making sales, then we recognize that this is not exactly a great recipe for doing that. And so if we want to really be able to service people on an ongoing basis and turn them into ongoing clients, raving fans, the types of things that we want, then we probably want to move beyond the idea of just getting them what they want and trading products and services for cash and getting to the point where we're really helping them to solve the problems that they have.



Chris:                     And when you get to work with a solution buyer, it's a whole different ballgame, and from my standpoint, a whole lot more enjoyable and rewarding.

Solution buyers can be even better

David:                   Yeah. Because when you're able to help people with their problems, their issues, the things that are really driving them crazy, it is very rewarding. You feel like you're actually helping someone while earning a good living doing it. So, it's sort of the best of all worlds.



Chris:                     And that's the fact for the buyer. They're feeling like you have taken this to a place that's beyond just, “Hey, here it is, and this is the price”. And it really is how a lot of people work and don't understand how much more fun and how much more enjoyable what they're doing could be if they were solution providers as opposed to just a product provider. Right?









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David:                   Right. And if people are struggling with this issue, the thing they need to keep in mind is that every product you sell, every service you sell solves a problem.  Because if it didn't, no one would want to buy it. And I mean you say, okay, well what about selling a pack of chewing gum at the grocery store? It solves a problem. That person has a need that they need to fill, I need to chew, and they're going to buy this pack of chewing gum. Right? So it may be a minor need, it may be a major need, but there is an issue. There's something they're looking for. There's something that person craves that they don't have, that they're willing to trade their money for. And as business people, this is one of the main things that we have to look at. What are the things that we can provide that will help people to get what they're looking for?



Chris:                     So are we clear with the audience that really focusing on solution buyers is a much better approach in business?



David:                   Yeah,