Problem Matrix
graphic
What steps do you take to uncover problems?  What specific questions do you ask?  What do you do when you have uncovered a problem?  How do you respond?  Do you know how to build a credible case for a solution?
The answers to these questions should be well thought out; written and organized.  Why?  Because salespeople need to stay focused on revealing problems and presenting solutions to their marketplace.  This is an ongoing process that continues to evolve.  There are always better ways to ask intelligent probing questions, better ways to present your features and benefits and easier ways to develop credibility by recounting successes that you have delivered for other buyers.
Think of cross referencing all of this information so that you can use it when you are with a prospective buyer.  Keep this information up to date and easily accessible.  This process will become your "problem matrix" and it consists of:
Specific questions to ask a prospect
Corresponding features and benefits to headline how and with what you might provide a solution.
Credibility building third party success stories that provide simple examples of where you have solved the same problems for others.
Here is Acme’s
Open Ended Question
Problem
Feature
Benefit
3rd Party Story
Describe the problems black grain causes you?
Bad quality due to black shedding
Acme white lighting a/o grain
No black residue.  Increase finish quality
Work of wood. Less time spent on finishing.  Better finish
How does carpel tunnel issues affect you operation?
Downtime causing employee absences
eased lower vibration sander
Lower occurrence of carpel tunnel. Reduce medical costs
Show place & Plato.  Woodworks
How does tear out affect your finish?
Tear out. Rough finish due to ceramic grain
Acme's Umayd heat treated grain
Less tear out. Reduce finish cost
Flooring Ind.
Describe how orbital changeovers affects your productivity?
Excessive downtime due to change overs
Acme's ultra finish emerald green orbital
Longer life.  Cost savings
Hunt Wood
Describe how your current supplier could do better for you?
Current supplier lets us down by not fixing their QC
Rapid QA response
Less downtime. Less QC rejects
Woodmode - on profile sanders belts breaking, reduced productivity by 30% after switch no lost time due to belt breakage
Describe how you remove cross grain sanding on doors/product
Cross scratches are constant issues in finish department
Breadth of product offering. Helping woodworker
Multiple products to solve your specific problems or needs
Traditional manufacturing orbital doors changes disc 2 per door.  We brought our material that does 10 doors per disc, 20:1 savings
Describe any sanding machine problems that are chronic
Tried everyone else's belts. Chatter persists.  Cant eliminate problems
Over 100 types of joints
100 ways to skin the cat.  Many machine problems alleviated
Table manufacturer had chatter at the strobe sanders we brought them our Uneejoint #69 and fixed the problem
Describe how your company prefers to purchase supplies like abrasives
We have continuous stock outages
Multiple varied Uneepurchasing Models
Eliminate stock outages
In an account in State College they experienced shortages.  We implemented a consignment agreement with no shortage or downtime since
Tell me some of the issues your hand sanders encounter
Hand fatigue. Carpel Tunnel
Ekasand orbital sander
More efficient. Increased productivity
Gibson guitar has switched 25 sanders with less hand fatigue, less carpel tunnel claims and employees are much happier
Tell me what issues you are experiencing with dust in the sanding room
Dust on working machine and on workers
Unee-stat anti static
Less dust. Improves finish. Improved belt life
Hi-Tech was using standard a/o and had dust switched to Eka 1000 thus issues went away
Tell me about the recent problems you have experienced with chatter marks
Chatter
Uneejoint T71 Top Tape Joint
Improved finish
Custom had major issues with chatter.  Switched to Eka 1000 with T71 joint.  The chatter went away
Tell me where scratches are coming from
Deep scratches and inconsistent finish
Unee Wet or Dry 991A
Improved finish. Consistent scratch
Churchill had used 4mm/Merke. Switched to 991A and the scratch problem went away
Describe any dust control issues you may be experiencing
Dust on the work place or in the finish
In grain antistatic abrasive properties
Less dust environmentally friendly
Lumber Liquidators: Customer ABC had one person/ shift blowing dust off the work place with our abrasives we eliminated the labor and saved labor costs
Describe any issues with supply flow
Product availability in house at all times
Personalized Inventory Control
Never run out of product
Customer ABC ran out of product.  We instituted consignment/monthly billing. Therefore, no down time and product was always available
Describe any problems keeping a consistent finish. What's you re- work percentage?
Wood grain tear out
Acme specialty abrasives for wood
Consistent finish higher standard of quality
Customer ABC had large percentage of open grain when they use our products there were less defects and less time spent reworking which produces cost savings
Describe what areas you are currently having issues pertaining to sanding
Chatter and other manufacturing issues
Experienced abrasive specialists
Quick problem solving abilities/ quick response
Customer ABC had problems with swirl marks.  They were not running propper RPM and dust extraction was not sufficient.  We came in quickly and fixed the problem
Tell me about your reject rate
Chatter marks on finished product
Br Joint
No chatter and superior finish
Mold Sanding. Engineered custom tape without joint. Increased belt usage by 50% with improved quality of finish
How have you been impacted by poor delivery and associated production shutdowns?
Having to wait for late shipments. Poor delivery. Production shutdowns
Shock and awe service
Quick delivery
Production shut down due to late delivery.  We provided our local stock program resulting in same day delivery. Customer saved $6K per month with no production shutdowns
Describe some of the issues you have had with finish?
Excessive stain costs and uneven scratch lines
Unee-form consistent grain
Superior finish. Close uniform scratch pattern
Customer did a lot of hand sanding to repair grain scratches.  Utilize unee- form grain abrasive.  Saved $500K per year in product costs.
Tell me about poor environment dust issues you are having
Excessive dust on the machine and in the workplace. Poor work environment
Antistatic and predust A/S technology
Eliminate dust buildup on work place.  Eliminate electric shock
Custom had dust problems.  Now has safer environment and reduced fire risk
 
 
 
 
The Philosophy and Mechanics of Selling