Selling Is Solving Problems
All businesses are selling solutions to
Selling is about solving customer problems.
Your prospective customers may be aware of these problems, or you can bring
these problems to their attention.
Your prospective customers may face
these problems currently or they will face these problems as the situation
and their needs change.
The most successful salespeople are the ones
who find pressing customer problems, identify the customer’s priorities for
solving those problems, and help customers solve them in a way that is
convenient, cost effective,
When you find customers’ significant, pressing problems, they
will be willing to pay for solutions. Find the problems that customers want
to solve the most and that you are uniquely qualified to solve, and you will
have a winning combination. The key to success is knowing how to market your
problem solving abilities so people know what you can do for them and how
they can benefit by using your solutions.
Taking the initiative to identify and solve
customer-related problems in unique value-added ways is
leadership. Sales leaders open new market opportunities. To be a sales
leader, you must ask yourself continuously
searching questions: What problems are you solving for your customers?
How do your customers perceive these problems and your solutions? How do
your customers prioritize those problems? What other customer's problems you
can solve? What hidden or future problems customers are not aware of?
Customers have many problems. Put your finger
on your customer’s problem, describe it clearly, and do it from the
customer’s point of view. The problem should be one the customer sees value
in solving. To find out what the really pressing problems are,
ask the right questions and
listen before acting or presenting your solution.
Don't Forget About Your Existing
It costs 6-8 times more to sell to a new
customer than an existing one. Yet, sales and marketing budgets of many
companies are heavily weighted toward new customer acquisition.
should invest in new customers. But, you should also have distinct and
specific plans for
building customer loyalty.
Your Winning Self-Image
People with winning self-images constantly
outsell those with low self-esteem. Your sense of your own importance will
determine whether your prospect develops a positive image of you. The
prospect will tend to see you as you see yourself. Your self-image is also
visible in your
and facial expressions.
Know Your Product and Its Value
Be prepared. If you are
unprepared, you lose the sense of being in charge, which is
Do your homework in advance so you are 100% certain
you can handle any situation that might arise. If you are a starter,
entering a sales presentation fully prepared will do wonders for
your self-confidence. Knowing that you know everything about your
company, product and competition works miracles in elevating your
By knowing the strengths and weaknesses of your
competition, you can emphasize a
unique selling point that you exclusively offer, and this
difference can win the sale.
Become an expert in your field. To keep
current with the vast changes that are constantly taking place,
exchange ideas with top professionals in your field regularly.
also to find out exactly what your prospect’s problems are and
prepare solutions for them.
Selling By Listening
Great salespeople are
great listeners. The most
communication skill for anyone in the business world – managers,
innovators, salespeople, and customer service specialists – is
effective listening. People don't buy what you wish to sell. They buy
what they need. Selling is not happening when you are talking. Selling is
happening when your prospect is talking, and you are
listening actively and passionately,
listening to your prospect's emotions to find the right fit.
Selling By Serving
Don't forget that the purpose of your business
is to help other people to solve their problems. Selling is not about you,
it is about whether you're right for your prospects. People buy for their
reasons, not yours. They don't care who great you and your product are until
they understand how great you think they are. They don't care about your
objectives and problems, they wish you help them solve their problem.
Offer a Bonus and Give a Deadline
Nothing prompts sales like a bonus. So provide
a bonus for purchasing your product and give your prospective customers a
deadline for getting your bonus. Many people buy because they don't want to
miss out on a special deal.