We often think about our products and services as less valuable because they cannot solve 100% of our prospect's problems.
This is a mental construct that stems from perfectionism, a block that most solopreneurs experience.
I have personally struggled with this for many years and it still creeps into my mind periodically.
It’s this idea that if we don’t know how to fix a prospect's issue end to end our solution is somehow lesser.
The truth is your service cannot be everything to everyone. Each prospect faces a unique challenge and has gaps in their business that likely require multiple solutions to make whole.
But the specific thing that you offer does have value. People are more willing to pay for partial solutions than you think.
A smart prospect understands the complexity of their challenges and wants to move closer to a solution. The prospect that wants everything solved from one place likely isn’t the person you want to be working within the first place.
I was reminded by this yesterday while sitting in the Plaza Mayor de Cusco (Peru). A man approached me with a shoeshine box. I knew what was coming next. The interaction was a brilliant reminder of the above truth so I will share the story. His name was Jorge. 44 years old, originally from Cusco, married with one daughter.
Jorge: Would you like your shoes shined
Me: No thanks, they are cheap running shoes, not much to do with them
Jorge: Where are you from (classic street sales technique to engage a prospect)
Me: Canada but I live in Mexico
Jorge: It’s nice in Mexico, my cousin lives there. Would it be ok if I look at your shoes from here?
Me: I guess
Jorge: Look here at the dust from the mountains and those flaps are coming loose, I can fix that very quickly
Me: They are just cheap shoes
Jorge: interrupting They will look brand new in 5 minutes. You can relax here and I will make them great.
Me: Ok, do it
Did I need my shoes cleaned? No
Are they still cheap running shoes that I use to beat up? Yes
But was I happy they looked brand new? Yep
The perfect solution for me was to buy a better pair of shoes. I will likely only use these for a short period of time. But a partial solution will serve me well in the meantime. I will look better which makes me feel better. And although it’s a patchwork of super glue and shine polish, I will finish this trip with a new shoe attitude.
Mike
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