Written by Sean McPheat
It’s really quite simple when you consider it: customers become customers if you solve a business problem or create an opportunity for them.
That’s basically it, really.
But so many salespeople think that just regurgitating a whole brochure-load of facts and information about their products or services will do this for the customer.
Unfortunately, this makes the customer have to do the hard work.
They have to make the connection between what you’re saying and how it will impact their business in the future.
So, the best way to encourage the customer to think of your solution is to link up with the valid business reasons why they should make the decision to go with you.
So, ask yourself, “What valid business reasons have I got for the customer to see me today?”
Here are some of the main business reasons people will see you and consider your solution:
1) My solution will have an measurable and important impact on their business results
Somewhere down the line, the solution has to satisfy this basic business need better than their current supplier or add something to what they have in a different way.
2) My solution will get customers the results they want quicker or more efficiently than the competition.
If your solution increases the urgency for the customer, you have another valid reason for them to listen to you
3) My solution will make the decision-maker look good and help them achieve their goals in the business
Most decision-makers will be able to see the relationship between how the solution affects their business and the kudos they gain by choosing it too.
If that can be advanced during the discussions, there is validity in considering your solution.
4) My solution takes away the pain or achieves a gain better than what they are doing now or with a current competitor
It takes a lot for a company to change suppliers.
There has to be a clear and measurable distance between the current position and future possibilities for a person to even consider a change.
So your solution has to been seen as alleviating the problem or achieving a realistic goal in a much better way than anything else they are using.
So, think about how your product or service will help the prospect achieve any of the above.
One or two is good. Three is better. All four is the ideal.