STOP Telling Your Customer You Have The Solution To Their Problem.

Problem Finders, Problem Solvers.

Our job is to help our customers find their problem and solve their problem.

So why would you be telling me to hold back on informing my customer of this perfect solution we have for their exact problem?

Your customers DO NOT understand the true cost of their problem. Have you ever attempted to sell a $10,000 solution to a $500 problem? Of course you would have very little success in this scenario as 20-year ROI's are not at the top of the docket for Capex Approval. The problem lies with YOU believing the problems impact is greater than $500 and assuming your customer understands this as well. Naturally, the last 10 customers you sold to clearly understood the implications of the problem your company so perfectly solves. Unfortunately, that is not reality and the consequences of this assumption can cost you sales and your customer valuable solutions.

The answer lies with the implication of said problems.

Does the seriousness of the problem outweigh the cost of the solution?

It's natural for you to want to help your clients and the second you know you can, jump for joy and announce the wonderful news to your customer. Some call this the "Panting Dog." Not only do you know you have the solution to help them like many of your past clients, you also hear the "Cha-Ching" sound in your mind as you are emotionally cashing that commission check. Take a breath, do not initiate "Panting Dog," and ask the following questions to help your customer understand the true implications of their problem.

• 'What impact does that have on business?"
• 'What effect does that have on (Morale, Productivity, ect)"?
• "How much will that cost"?
• "What does that result in?"

In this scenario let's assume the customer has already informed us what their main problem is. Let's look how question #2 above may play out.

Sales Rep "What effect does that have on productivity"

Customer "It's significant"

Sales Rep* "Significant. Do you know how much money you are losing due to the negative impact on productivity?"

Customer "We are down 10%"

Sales Rep "If you don't mind me asking, what does 10% look like in terms of a dollar amount?"

Customer "If we could run at 100%, we would increase revenue by $25K a month"

Sales Rep* "$25K a month. Safe to say the productivity impacts are costing you $300K annually?

Customer " Yes, now that you put it that way, we have a big problem"

Sales Rep "Are there any other impacts?"

*Mirroring -"the rapport-building strategy of mimicking specific behavioral characteristics of potential customers to foster a feeling of trust."

Additional Impacts?

The above scenario covers a single implication. Now we continue to uncover any additional impacts of these problems which may exist such as decrease in moral, employee retention, ect. There is a good possibility you will uncover more implications to the business which can increase the urgency as well as elevate your status in the eyes of the customer. You are the problem finder, Impact deliverer, and lastly the problem solver. In this example, lets say your solution cost $50K for a $300K productivity problem. You may uncover that key employees have quit due to this problem which has cost the customer an additional $100K annually. With a few additional questions, you have helped your customer uncover the true cost of the problem you can solve. Holding your solution until you and your customer understand the problem and its implications on their business is the key to a successful outcome for all.

BONUS -(OBJECTIONS)

The main problem causing most objections is that you offered a solution before building the need and value. If you feel like you are getting more and more objections, try this strategy today and you will see those objections significantly decrease.

YNT Action Items

1. As soon as you uncover a problem you can solve, ask your customer "What impact does that have on your business" Tip- If a customer describes a problem you cannot solve, It's best to continue determining if there is a different problem you can solve. Asking the above questions will undoubtedly help the customer; however, they are not going to help you uncover a potential problem that your business can solve. Under no circumstances do you sell a product/service that you know will not solve the customers problems.
2. The Golden Rule of Sales - Take Care Of Your Customers
3. Purchase SPIN Selling by Neil Rackham *This is part of my curriculum for MKT410 - Personal Selling at UK.

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I appreciate you all - Kevin