Commercial Integrator April 2023 - 7

Synonyms include " challenge, " " trouble, "
" dilemma, " " predicament, " " quandary "
and, at the extreme end, " quagmire. "
Overall, a problem is something that
already is, or soon will become, troublesome
and difficult to deal with or control
due to its complexity. An identified
problem becomes a question posed for
solution. The solution requires examination
and proof. In each case, a problem is considered
a matter that is difficult to solve or
settle...a complex task that involves doubt
and/or uncertainty. The role of a commercial
AV salesperson is to clear up customer
doubt and uncertainty.
Suffice it to say that it's important for
everyone to understand the process and
develop problem-solving skills on both
a personal level and a professional level.
That applies both inside our own commercial
AV companies and outside with our
customers. All problem-solving begins
with establishing the need at the heart of
the problem. Then, we state the problem
clearly and concisely. At this stage, it's important
to focus on all elements surrounding
and affecting the need; we mustn't
allow ourselves to jump to a solution
prematurely. More important at this stage
is to define the scale and scope, as well as
to identify the desired outcome. Whenever
possible, this need/problem statement
should be addressed qualitatively and
quantitatively.
Problem-Solving Steps
How do we wrap our arms around
problem-solving? Here is a look from a
20,000-foot level. There are far too many
lists of steps to recount, but, in most cases,
it boils down to a few basic things:
› Start by asking, " Why is this current situation
a problem? " Once you've boiled it
down, you will be able to better assess
the situation. Identify the problem, explore
the situation and expand on it to try
to get to the bottom of it. Draft a problem
statement. Reduce the problem to the
simplest possible terms.
› The next step is to create a list of possible
solutions to the problem you've discovered.
Brainstorming individually, as well
as brainstorming in group settings, is the
best way to think of a potential answer.
The more input, the better! Different percommercialintegrator.com
spectives
can lead to new and different
solutions. There are models for this that
can help you create solutions, including
means to end and/or root-cause analysis.
› Next, choose the solution. In order to
find the best solution, analyze every
possible resolution and decide which
one is best for the situation you're in. You
should consider many elements and alternatives
before choosing any solution.
› Now that a solution has been chosen, it's
time to implement it, which should be
followed by evaluating the results.
People solve problems, and most
companies seek candidates with excellent
problem-solving skills. What follows
represents a consensus of subject-matter
experts on some of the most important
problem-solving skills. I might add parenthetically
that these are very similar to the
skills necessary to be a good salesperson!
Problem-Solving Skills
› Active listening: When they actively listen,
participants gather valuable information
for problem-solving. This encourages
stakeholders to get involved, provide different
opinions, share their understanding
of the problem, diagnose its root cause
and devise workable solutions.
› Analytical thinking: This helps in
research, as well as in understanding a
problem and its causes. The ability to understand
cause-and-effect relationships
is also essential to anticipating the longterm
effects of a course of action. Those
with strong analytical skills can evaluate
the effectiveness of different solutions
and choose the best one.
› Creative approach: Problem-solving
requires finding a balance between logic
and creativity to get to the root cause.
Creativity leads to innovative solutions.
› Communication: Regardless of the stage
you find yourself in, you should be able to
communicate effectively.
› Decision-making: Decisions must be
made at every stage. Here are a few
examples of key decision points: What
methods should you use to define the
problem? What is the problem? Which
solutions should you use? How should
they be implemented?
› Teamwork: Problem-solving involves
teamwork. You ask stakeholders for their
perspective and involve them in developing
effective solutions. You also lean on
them for feedback on the chosen solution,
as well as to implement the process.
It is essential to involve and motivate all
members for effective problem-solving.
Roadblocks and Impediments
We would be remiss if we, at the end of
our little journey, did not recount several
common roadblocks and impediments to
finding a solution. Let's explore them.
› The biggest disconnect is probably the
difficulty of recognizing when there's a
problem and its implications. Basically:
What is the problem? Is it big enough to
take the time to find a solution? This is the
entry point. Those questions can lead to
cognitive dissonance and egocentricity
getting in the way. If you can find a way to
diminish those negative traits, the path to
a solution will be far easier and clearer.
› Sometimes, the problem is just too big.
The best approach is to break it down
into smaller, bite-sized chunks. Identifying
the involved parts and getting to the
root cause provide focus and credibility
in devising a solution.
› Another issue is timeliness - that is, not
acting too quickly or waiting too long.
Subject matter experts suggest establishing
a " problem maturity. " This requires
assessing the best time to act.
The point of all this is to look at problems
in a new light and recognize that this
is now our path to success in commercial
AV. Our jobs have evolved. We've
transitioned from being the sole source
of information for customers, to being
solutions providers with widgets and
" speeds and feeds, " to now becoming
experts at solving problems. Yes, we still
provide information, but the buyer is now
more informed - whether for good or for
ill - than ever before. Yes, we still provide
the widgets, but as Neil Rackham (and so
many others following his lead) told us,
" The people buy from you not because
you know your product but because you
understand their problems. "
Alan C. Brawn, CTS, ISF-C,
DSCE, DSDE, DCME, DSNE,
DSSP, is principal of Brawn
Consulting.
APRIL 2023 Commercial Integrator
7
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Commercial Integrator April 2023

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