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If you want an idea of the problems faced by your clients and prospects that use your product or service in a particular way, you need a detailed picture of how they use your product or service:

  1. The needs that the product or service addresses;
  2. How product or service solves the clients and prospects problems;
  3. What problems or annoyances remain; and
  4. How happy the clients and prospects are with the overall experience.

Once you have this picture you can review your list of the kinds of clients and prospects who might be interested in your product or service and refine it down to the clients and prospects who have those needs, those problems and who will be interested.

Now you’re halfway to getting customers you will not have to sell to.

Diane Carter

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