You’ve probably heard the saying, “People don’t buy products or services; they buy solutions to problems.” While that’s partly true, it’s not the full story. In reality, people buy outcomes—and those outcomes fall into two main categories: solving a problem or achieving a goal.
The Subtle Difference Between Problems and Goals
At first glance, solving problems and achieving goals might seem the same. But conceptually, they represent two very different motivations.
Goals carry a positive connotation. They reflect progress, accomplishment, and success. People celebrate goals.
Problems carry a negative connotation. They represent frustration, obstacles, or inefficiency—things we want to fix or avoid.
Most sales professionals assume that emphasizing the problem is the stronger motivator, since people often act faster to avoid pain than to pursue gain. However, that’s not always the case.
Why Perspective Matters More Than Positioning
Every buyer’s journey is either about moving away from something undesirable or moving toward something better. The journey is the same; only the perspective differs.
Take this example: one manager sees recurring delays in shipping as a problem that needs fixing, while another sees it as a goal—an opportunity to improve systems and speed up delivery. Both perspectives lead to the same outcome: faster, more efficient shipping.
If you pitch your solution as problem-oriented when your prospect is goal-oriented, your message misses the mark. The key is to match your language to the buyer’s mindset.
How to Identify Your Prospect’s Mindset
The secret lies in listening carefully to the words your prospects use.
Problem-oriented prospects describe what’s broken: delays, waste, duplication, inefficiency, uncertainty.
Goal-oriented prospects describe what they want to create: better systems, higher standards, improved results, faster processes.
By tuning into their language, you’ll know whether to position your product as a fix or a forward-focused improvement.
What Really Drives Buyers to Take Action
Whether a buyer is solving a problem or achieving a goal, there’s always a deeper motivation behind the purchase. Most people buy to:
Obtain something valuable
Learn something new
Accomplish something meaningful
Be recognized for success
Uncovering that motivation requires curiosity and great questioning. Try asking:
If we helped you solve this problem or achieve this goal, what would that mean to you personally?
What would it mean for your team or company?
What would that enable you to do next?
Their answers reveal what truly drives the decision to buy.
The Sales Advantage: Aligning With How Buyers Think
When you align your message with how your prospects view outcomes—whether through the lens of problems or goals—you build stronger emotional connection, increase trust, and improve your close rate. It’s that alignment that separates top performers from average sellers.
Ready to Shift Your Sales Conversations?
At Sandler Topline Growth in Northern Colorado, we help sales professionals master the psychology of selling—so you can uncover what your buyers truly want and close more deals with confidence.
✅ Learn how to align your approach with buyer motivation.
✅ Master questioning techniques that uncover real intent.
✅ Build trust faster and close with greater consistency.
Schedule a complimentary strategy session today to learn how Sandler Training can help you grow your sales success.
