3 - Present your solution to your markets problem.   The next step is to present your solution as a simple cure for all the pain and suffering your market is feeling as a result of their problem. This step is important in that most people wont lift a finger unless they feel an urgent excruciating pain. So once you identify the pain, rub it in and make people really feel it. Make it feel kind of like an old wound that just got re-opened and had salt poured in it. Now, identify all the benefits of your solution and how those benefits will improve the life of your prospect and take away all their pain and anguish.   Try to reverse any perceived risk that your prospect might have with taking advantage of your solution. Also, try to position your solution as being easy to implement. We are living in a "Do-It-For-Me" society and people dont want to jump through hoops just to solve their problem. In fact, most people would rather pay the money just to have the problem solved for them.   So the third step is to ask yourself, "What is the solution that I have to offer my prospect?   STEP 4 - Present the results youve produced for other people in the same situation.   Its not enough just to tell people you have a solution; you have to prove to them that your solution works. And you can talk all day about how you solved this and that problem, but people are skeptical and dont automatically believe you.   People will believe other people who are like them that have achieved positive results. In this step youll need to prove your results by giving testimonials from current and former customers and provide case studies of actual problems that were solved and the results that were achieved.   The best testimonial is one that starts out by telling the prospect what life was like before applying your solution. It should be similar to the problem that you described in Step 2. Then the testimonial should tell the prospect what life was like after applying your solution. This part should mimic many of the benefits that you gave in Step 3.   The most powerful case studies follow a similar format to that of testimonials. Your case study should be presented in three steps:   1. The problem 2. The solution 3. The results   When presenting the problem in your case study, discuss not only the problem, but also the negative results that the company was experiencing and the associated financial consequences of the problem.