Those prospects care about saving money, to be sure. But they care far more about feeling alone and unloved. If you can solve that problem for your prospects, buying what you sell will be very easy for them. If you can solve them, then prospects will care a great deal about your company, and they'll want to buy what you are selling. Guerrillas lean upon case histories to prove their problem-solving acumen.
Sales reps learn the nature of prospect problems from one another.
Sharing their insights helps the entire company. Amazingly, even though this all makes sense, many companies are unaware of the importance of problem-solving. They're so wrapped up in the glories of their product or service that they are oblivious to how well it solves problems. So they sell features and neglect benefits. They sell the obtaining of positives instead of the eliminating of negatives.