I love thinking about selling as problem-solving. It's like each client is a puzzle that needs to be figured out! Today sales trainer Joe Guertin explains why the best salespeople are problem solvers.
The most productive salespeople are problem-solvers. You won't see them showing up at a customer's door to pitch their special rate plan of the week. No, the problem-solver is the one who is sitting down with the prospect, having a 'meeting of the minds' to discuss bigger picture needs, and brainstorming solutions. The problem-solver is seen by the customer as someone who is adding real value to their business, and not just there to close a sale.
So what 'problems' do they look for? Actually, they're looking for both problems and opportunities (though, for brevity, I'll just use the word 'problems' here). For example, a salesperson who sells school supplies to retail outlets will likely encounter price resistance from their competition. The salesperson can either try to beat the competitor's price, or can engage the customer in a discussion of problems, like the importance of on-time or just-in-time shipments, product quality and durability, end-user complaints, and supplier responsiveness. It's in these conversations that the problems are uncovered. That's where they find the real value, as defined by the customer, who can rationalize paying a little more if other problems (which are wasting their time or money) are taken care of.
The easiest technique for starting a problem-solving discussion is to ask a question that begins with "aside from price..." They'll take you directly to the problems they want to solve.
Joe Guertin is an advertising sales trainer, speaker and coach. His programs have informed and entertained sales professionals nationwide. Visit his Sales Resource Center at www.StreetFighterSelling.com
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