Stop Selling “Solutions”—Speak Your Buyer’s Problem Words
In this segment, Emilio Garcia highlights a common disconnect in B2B marketing: sellers describe their offerings using solution‑oriented terminology, while buyers frame their needs with problem‑focused language. He notes that prospective buyers typically start with questions like “How do I grow my business?” or “How do I get known?” rather than stating they want to hire a specific demand‑generation agency. Garcia argues that marketers often concentrate on prospects who are already near the purchase decision, overlooking the larger pool of earlier‑stage buyers. He advises shifting focus to these pre‑purchase audiences by identifying the keywords, topics, and questions they use, and understanding who they turn to for answers, thereby aligning messaging with the buyer’s own problem vocabulary.
