This One Question Will Win You More 360 VR Work
Today's episode is episode number 50. I am so excited. It's Episode 50. I cannot believe it, genuinely I cannot believe that we're on episode 50 already. If you've been listening for a while now, thank you so much. I appreciate your support. And if you're new here, welcome, I hope that you will dive back into the back catalogue and get a lot of value and act on some of the advice and the things that we've been talking about.
Read on for the full transcription or listen to the podcast episode here
In today's episode I really wanted to give you probably the best bit of advice that I've ever been given. When I started thinking about Episode 50, I started thinking - ‘well, maybe I should do an episode about the best advice or maybe I should think about, you know, what are the key things that I wish I'd known sooner when starting my virtual reality company.’ And it dawned on me every and no matter which way I sliced it, whenever I was thinking about the biggest thing that's had the biggest impact on my career and business, it comes down to one question. When I first started working in virtual reality, I had a mentor who didn't necessarily work in VR, but she was a fantastic business and marketing person. And she told me this one simple question. And it totally changed my life. It changed the way I thought about every interaction that I had with every single potential client and honestly, it led me to land so many more jobs. In this episode, I want to tell you what that question is, what is the one question you can ask to land more 360 and VR clients, so I'll be diving into that.
Okay, enough anticipation, enough of a build up. Here it is. It's so simple. But it's so powerful. Are you ready?
The question is “What problem do you need solving?”
I say it again “What problem do you need solving?”
That is the question that will change your business, I promise you.
Now, obviously, that's not the end of the episode, let me give you more context, because I'm not suggesting that you go into every single potential sales opportunity or marketing opportunity, and literally say those words, what problem do you need solving? I'm not suggesting that you go in there and just reel that off every time but what I'm suggesting is that everything you do to get more clients, to pitch more work, everything you do, up until the point that they agree they want to buy your services or products, everything you do needs to be from the point of view of what problem do you need solving.
So for example, if if a client comes to you and says - ‘Hey, we really want to do something limited, innovative, and we'd like to hire you to create a virtual reality experience for us.’
Your first questions should still be, what problem is it that you are looking to solve? Why do you think VR can solve that problem? That's really what you're kind of trying to get to here, right? So even if a client comes to you, and already thinks that they want VR,
don't just be like - ‘okay, great, that's going to be eight grand or whatever ‘ make sure you take the time to really understand what that company's problem is. Because until you understand the problem, you couldn't possibly know whether VR 360 is actually the right solution. The other great thing about this is once you know their problem, you can quantify that problem and all of a sudden that changes the client's mind, it changes the way that they think about your product and service because no longer are they just seeing your products and service as an expense. They're seeing your product or service as a solution to a problem that they have. And generally speaking, a problem in a business is costing them money, doesn't matter whether it's the problem they're trying to solve is that they need to try and get to new customers or they need to replace their physical experience with a virtual one. Or they are haemorrhaging money on training and they want something that's a bit more effective, whatever their problem is, it's costing them money in some form, or either they're not getting more money through the door, as in generating leads or converting more sales. Or they're haemorrhaging money in areas where they could be saving it. In which case, that's still a problem, right? That’s still costing them money to have, you know have lengthy recruitment process that's taking their staff longer, and it's leading to lack of retention, which then costs them more money to go out and find new employees or whatever it might be. Another example of using this question is storyboarding. When I’m doing that or scripting with a client, I would always recheck and think - okay so, what problem is this solving? What are we trying to communicate? What does the end result need to be? And how can we make sure that we're doing the right thing? What's their problem? And how can you solve it with VR and 360?
If you're doing outreach, this is where I think it has the most impact. This is when I say that this changed my life. This is definitely the area that I'm referring to when I was outreaching for new clients, when I was having initial calls, or initial emails or meetings or whatever it was, with people that had never really even heard about VR before, the last thing you want to do is go into that situation, like super fired up and passionate and just rant at them about the technology. Oh, it's so exciting. Oh, you can do this, you can do that, you could do this option etc. No, no, no, no, no, that's going to totally overwhelm them, it might get them a little bit excited but it's going to completely waste your time in terms of narrowing down what exactly they want. When you go into a situation where you're trying to sell a product or service, what you're doing is trying to find out very quickly, as quickly as possible, whether or not you can actually solve their problem.
And again, as soon as you've positioned it that way, all of a sudden, you selling it totally changes the way that you feel about it, because you actually genuinely believe that you can solve their problem, you're not just taking their money, you're not just you know, just selfishly wanting to make work, you are actually solving that problem. And on the client side, they might have known that VR or 360 existed before you came to them, before you reached out. They didn't know that, that was a solution to their problem. And even if a client thinks they don't have a problem, they've always got a problem, right? Because companies always need new marketing, they need more people coming into their system, they need more clients themselves, they need tighter efficiencies, they need more marketing material, they need more ways to help convert more sales. Businesses, they're just engines that run constantly through that cycle of marketing, getting more people in, then converting them because they've got such a great product, or they're the best, then kind of retaining that client and working with them and again and again. So there's always problems to be solved.
But not every problem is going to require VR 360 as the solution. So I would recommend when you're doing outreach, you first try to understand what that client's problem is, what problem are you trying to solve? So in your outreach, say, for example if you've listened to past episodes, in VR training if you reach out to someone and you say - let's say you reach out to a head of learning and development company and you just went in there and said…’Hey, I make virtual reality training and it's really exciting and you can be a market leader, you can be innovative’. Maybe you'll get a response, maybe there'll be vaguely interested if they are that kind of person but I promise you that if you can reach out and say something more like - ‘Hey, I know that one of your biggest issues, as a head of l&d is saving time and money for your company with training or looking for ways to engage your trainees and they make less mistakes on the shop floor, or I know that you know, your problem is x y, Zed’ or whatever it is (pick a problem) and then outline why you think VR or 360 is the solution to that problem.
Do you see what I mean? You don't have to ask that exact question but what you're doing is, you're completely changing your mindset, so that when you go into any conversation in business, you should always be thinking, what problem am I solving for this person? What value can I offer? That's really what you're doing. That's what running a company is, right? It's just like, what value can you offer this person? And the joke is, the question is so simple and you're going in there trying to solve someone's problem, rather than sell your own selfish needs. That switch, even though it's simple, is so rare, that I promise you, it will change everything for you. Every interaction that you have with potential clients, or even existing clients, whether it's just insured, to be honest, it's just generally people in life, if you go into every situation, thinking - ‘how can I help this person? What is this? What is the problem that this person has? And how can I solve it?’
I promise you, it's going to change your business.
So my challenge for you is to go into the next month, really conscious, write it down, write that question down, have it on your phone, have it on a sticky note on your laptop, have it saved to pop up and do a little dance or something just to remind you every single day…What problem do you need solving? If you have that question at the forefront of mind, I think it's going to change everything for you. And I want to hear from you. I want you to spend the next month having that having that question to hand, changing the way that you have conversations with potential clients. With that in mind, I want to hear from you. I want to hear how you do, I want to hear the situation's you've used it in.
Listen to the Alex Makes VR podcast here
Subscribe to the newsletter here
Follow Alex on Instagram here