The Problem Awareness Grid

	Problem	No Problem
Aware	Quadrant 1: Has a problem and knows they have a problem @@color(green):negotiate@@	Quadrant 2: Has no problem and is aware of not having a problem @@color(green):wait and build relationship @@
Not Aware	Quadrant 3: Has a problem but is not aware @@color(green):educate@@	Quadrant 4: Has no problem and is not aware there is no problem @@color(green):agitate and create doubt@@

• Quadrant 1, customer has a problem and knows it
  • These are the easiest customers to deal with.
  • Solve the problem in favorable terms and you have the deal
• Quadrant 2, customer does NOT have problem and know it
  • These are not customers you are likely to meet. If you do, it is more difficult to sell to them but not impossible.
  • Your task is to raise awareness by educating the customer. Then you solve the problem, negotiate favorable terms.
  • They you to this sale is knowing where you are so you can know where you need to go.
• Quadrant 3, customer has a problem and does NOT know it
  • They may be buying from a suppliers which is overcharging them. The may be unaware of the technology advances and buy the same product. There is a problem there to solve and the goal is to bring it into the awareness of this customer.
  • The challenge here is to build a relation with the customer and wait. No hurry.
  • Ask if you can contact in a few months from now.
  • The current suppliers will always stumble or weaken a bit. This will be the time where you may have an opportunity.
• Quadrant 4, customer does NOT have a problem and does NOT know it
  • These customers believe they may have a probem but it is only a hunch. They lack the data. It is your job to provide this customer with data.
  • The challenge here is to agitate and create doubt in the customers mind
  • When you created the doubt they may move to Quadrant 1