Sales isn’t the act of trying to “sell” stuff.
We are either helping people achieve their goals or solve their problems.
That’s the mentality we need to have. If you’re trying to sell people something they don’t need and using tactics to convince people to do something they otherwise wouldn’t do, then you’re the reason the profession of sales has such a negative perception.
I’ve said it before and I’ll say it again, sales is the greatest profession in the world when done right and the worst when done wrong.
Sales is done right when we’re helping clients achieve their goals or solve problems. It’s done wrong when we’re trying to convince people about something they don’t need.
You can either helping someone achive a goal or give them pleasure to fix a pain.
Learn How By Getting An Outside Perspective On It Here
What do you do when you qualify? Well the goal is to find their goals. If their problems are big enough to make a decision to change. If our solutions are only going to make a marginal difference, then it’s most likely not worth making the switch since the cost of transition and adoption usually will outweigh the marginal benefit. We should be searching for clients where our solution can make a substantial difference or whose goals or problems are so significant that they need to do something different to address them.
So who are these people? Write 3 down…
Selling to goals versus problems is about selling to pleasure versus pain. Most of us are taught to sell to pain which is important. Pain drives inbound leads, is easier to identify, usually has a shorter sales cycle and most people can agree to what the pain is. The problem with pain is that it’s mainly felt by people under the senoir management who are focused on the short term.
How many CEOs or senior manager decision makers come through inbound?
Find a pain and provide the pleasure
Finding the pain is important but if we want to elevate the sale and get executive engagement, we need to focus more on pleasure which is all about helping companies achieve their goals.
This type of sale usually leads to executive engagement, larger sized deals and is more competitive proof.
You can have companies to spend 100% by painting a vision for them that aligned with their business objectives and showing them how you would help them achieve them.
Phrase questions in terms of “opportunities” and “challenges” and ask both throughout the process.
Start with pleasure-oriented questions to get the client talking about something they like and then see where the conversation goes from there. If I start the conversation with a pleasure-oriented question and they answer with a pain they are experiencing, then I go down the pain funnel with them. That said, when I start with a thoughtful pleasure-oriented question about their goals and opportunities sometimes I don’t need to ask many more questions because the client opens up and tells me everything I need to know.
A great question to as is“is this conversation about helping you solve a problem or helping you achieve a goal?”
With either answer you need to then dig into how big that problem or goal is and what are the implications if they don’t address it. A question I think we should all ask is “what happens if you don’t make this decision.” If the answer to that isn’t specific and meaningful, then we’re either not talking to the right person or we probably shouldn’t bother continuing the sales process.
Find reasons you shouldn’t work with someone before they do, then they even feel like they want to work with you more. if you’re open and honest about the strengths and weaknesses of your solution and where it fits and where it doesn’t then clear sailing.