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Quang Nguyen, August 13 2019

Sales Edge - Focus on the Problem or Solution?

So a key concept about sales is offering a solution to a problem that a client may have. A lot of the sales training and sales books that you read out there tell you to focus on being the solution to the problem in a sales conversation.

This is a great place to start. But like most things, there are 2 sides to the story.

If the client knows what the problem is, they also know what outcome they're looking for. However, most of the time they find it challenging and/or difficult to articulate this to you clearly. As a result, they often assume or tell you the first thing that has popped into their mind. Or even worse, they tell you what they think you want to hear!

Because of the client's simple responses, most sales people assume they know what the best outcome for the client is. This is part of the reason why people don’t close a sale even though they provided a “solution” to what the client/lead was talking about. They just assume that they have or know what the client wants so they just start pitching their product or service straight away.

For example, if you are hungry and are looking for something to eat and someone assumes that you want something sweet to eat like a cake or desert whereas actually, you feel like a burger, a big juicy burger with pineapple and bacon.


Then the solution offered to your problem hasn't quite hit the mark.

Sure the desert has solved the problem of hunger but it hasn’t emotionally satisfied the client because it hasn’t met the criteria of what the client was actually looking for.



How do you know what your client is looking for or what they want?

You need to ask them! It is as simple as that.

Being prepared to ask simple questions like “How would you like to be?” “How will this help you?” “What do you want?” Will help paint a clearer picture of the outcome that the client is looking for.

In sales, you need to be aware of both the problem and the outcome. Your job as a salesperson is to find out what their problems are and what they look to gain from having this problem solved. And if you do that well then you are going to close a lot more sales than you lose.

Be the bridge between their problem and their desired outcome and you will have a professional relationship worth exploring here. If you would like to explore your market’s key problem and solutions, touch base with me. I would love to hear from you.

Written by

Quang Nguyen

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