Last week I wrote about how you can grow your business by identifying the "Broccoli Problems" in your business. To quickly recap, a "Broccoli Problem" comes about when you're selling your product - the product has an obvious benefit that the prospect accepts. But the prospect also has an objection, which you need to overcome. So for my aunt and her son, the Broccoli Problem is:
Broccoli may be good for you, BUT it tastes terrible.
Now, onto the second strategy for dealing with a Broccoli Problem...
Removing the Negative.
Sometimes you can entirely remove the objection after the "however". This is impossible with Broccoli -my aunt couldn't exactly genetically engineer a broccoli plant to taste like french fries. Generally, you should always consider removing the negativer first, before any other strategy.
Think about this Broccoli Problem:
ABC software will help you grow your business HOWEVER it's difficult to use.
The best way to tackle this one is to remove the "However" factor altogether; fix your software so it's not difficult to use. This requires effort and is difficult and costly, but it's the honest-to-god best solution as well. There is a caveat here however. What about this Broccoli Problem:
ABC software will help you grow your business BUT it's too expensive.
"Ah ha!" one might say, "I can remove that one!"
Whoa. Slow down Tiger.
Pricing is part of a larger picture, with positioning implications and cashflow impact. Maybe you SHOULD make it cheaper, but be careful - perhaps Repackaging the Negative is more suitable.
Overall, Removing the Negative factor should be considered. These factors (the removable ones) are often the hardest to fix and the hardest to even identify, but they also carry the most rewards.
Next week, I'll move on to the third strategy: Embracing It.