Is Problem Framing the Unexpected Key to Lead Generation?

by | 27 Jan 24

Have you ever thought that the traditional ways of generating leads might be hindering your success rather than propelling it? What if I told you that there’s an unexpected, yet remarkably effective, method that can transform your lead-generation process? This is where ‘Problem Framing’ steps into the spotlight.

Problem Framing is an approach that shifts the focus from selling features to solving customers’ problems – a method that aligns perfectly with Gartner’s research findings. Oddly enough, this method is often overlooked in sales strategies, making it an unexpected key to boosting your lead generation.

In this blog, we delve into the intricacies of Problem Framing, revealing how its strategic application can give a boost to your lead generation, build stronger connections with your prospects, and ultimately drive business growth.

So, if you’re ready for an unexpected, yet immensely rewarding journey, jump on board and let’s explore the wonders of Problem Framing together.

Gartner’s Latest Research

In today’s B2B buying space, knowing how to seal those top-notch deals is crucial.

You’ve probably heard about the changes in the B2B buying journey, and Gartner’s recent report ‘The B2B Buying Journey‘ really hammers home the point.
It talks about two key things:

  1. Value Framing and
  2. Value Affirmation

It’s all about helping buyers understand how a solution can boost their performance and validating their purchase to boost confidence. Mastering these strategies can really up your game and improve deal quality.

But, they’ve missed something, there’s more to it than this! We can’t frame and affirm value until we have a lead to discuss this with. There’s a stage Gartner hasn’t included in their report:

  • Lead generation!

A quick note: I’m not contradicting Gartner. Their insights are spot on, but they assume that everyone knows who you are. And we all know that’s not always the case.

So, if you’re wondering how to create those leads before diving into Gartner’s advice, keep reading.

This Gartner report resonates with my lead generation process (that I’ve learnt from some amazing people over the years!), and I’ll be sharing exactly how I do it in this blog.

Let’s get started and take a look at ‘Problem Framing’. It’s an ace technique to add to your lead generation arsenal.

What is ‘Problem Framing’?

Anyone in a revenue-generating role knows that you never sell features, you sell solutions to your customer’s problems. If you can prove that you solve their problems, you’re in with a shout. If they don’t have the problem you solve, then there’s no deal to be done.

Gartner’s research tells us that buyers are 2.8 times more likely to complete a deal when they see high consistency between a supplier’s website and what the salesperson says. So, it’s crucial for salespeople to maintain consistency in their social media narrative.

Consistency means aligning the information on your website with the problems your sales team discusses on social media. It also means consistently posting about those problems. By doing this, you’re getting under the noses of prospects who don’t know you yet. This makes the problems you solve more obvious to the people in the market you serve.

When these people click through to view the salesperson’s LinkedIn profile, they see the name of your business – the business that can solve their problem. At that point, they either read more posts by the salesperson, contact the salesperson, or visit your website. Regardless of the next action, the information they see is all related to how you can solve their problem, resonating further with the prospect.

Get Your ‘Problem Solvers’ in Front of Prospects

Problem Framing is a highly effective tool for salespeople to address the challenges their prospects encounter in their social media interactions. Here are some valuable tips to help you leverage this approach successfully:

  • Pinpoint pain points: Take the time to really understand the issues that your prospects grapple with regularly. Your marketing team may have already thought about this. But if not, use a well-known technique to unearth this!
  • Be detailed and relatable: Craft your messaging using language that resonates with your audience and makes them feel truly understood. Share real-life examples and anecdotes to establish a genuine connection.
  • Propose insights and solutions: Showcase your expertise by providing actionable tips and strategic solutions that address the pain points your prospects have. Offer valuable insights that demonstrate your understanding of their challenges and your ability to offer meaningful solutions.
  • Utilise storytelling techniques: Engage your audience by sharing compelling success stories and case studies that highlight the positive impact of your solutions. Use storytelling to build credibility and trust with your prospects.

Take a look at our 15-minute ‘Bite-sized training course’ (only £10) – it will show you ‘How To Structure and Write Successful Posts‘.

Remember, keeping your social media posts concise, captivating, and packed with value for your prospects is key. This approach will not only help you capture their attention but also drive lead generation and meaningful conversations.

Using ‘Value Framing’

So, by having a team of proactive salespeople consistently sharing valuable insights on LinkedIn about the specific problems your business solves, and actively engaging with potential clients who are not yet familiar with your brand, you have a network of people who are promoting your business every day, for a very lost cost.

When you combine this proactive content strategy with a well-established social selling approach, you can expect a significant increase in brand awareness and ongoing interactions with potential clients on LinkedIn.

This will ultimately lead to your sales team scheduling around 5 networking meetings per week with these prospects.

At this point, it’s crucial to leverage Gartner’s insightful advice by addressing the customer’s pain points and utilising ‘Value Framing’ and ‘Value Affirmation’ to successfully close deals.

Using ‘Value Affirmation’

Applying Gartner’s ideas to your Customer Success planning and strategies means that customers will be far more likely to:

  • Renew
  • Be open to up-sell and
  • Consider cross-sells

Read through the Gartner report to get ideas on how you can apply the ‘Value Affirmation’ into the day-to-day activities of your amazing Customer Success people.

All this means both you and the customer wins.

Why? Because throughout the whole process – from brand awareness to them being a customer – you’ve been focused on their problems and how you drive value to help them overcome those problems!

Happy times for all!

Gartner: Integrating the Digital and Human Experience

Key Takeaways from this Blog

To optimise the learning from this blog and for a seamless application of strategies, here are the key steps to follow:

  1. Identify Pain Points: Understand the unique set of problems your prospects are facing regularly and structure your services or products to address these issues.
  2. Craft Relevant Messaging: Use relatable language and share real-life examples to make your prospects feel understood.
  3. Offer Strategic Solutions: Demonstrate your expertise by providing actionable tips and solutions to the pain points your prospects are facing.
  4. Use Storytelling Techniques: Tell success stories and case studies that highlight the positive impact of your solutions to build credibility and trust.
  5. Consistency in Communication: Keep your narrative consistent across all platforms, including your website and social media.
  6. Value Framing and Affirmation: Apply the principles of ‘Value Framing’ and ‘Value Affirmation’ in your communication to highlight your ability to solve the customer’s problems.
  7. Customer Success Planning: Integrate ‘Value Affirmation’ into your customer success strategies to increase opportunities for renewals, up-sells, and cross-sells.

Remember, the focus throughout should be on the problems of the customer and how your product or service can help overcome them. Implement these strategies consistently to foster strong relationships with your prospects and customers, thereby driving brand visibility and customer loyalty.

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