In this video, discover how to position your product or service as a solution to your customer's problem.
- So in my house my wife and I have different responsibilities, I'm responsible for fixing stuff. I can remember years back when our hot water heater went out. How do you think I was feeling? More importantly, what do you think my wife was feeling? See we simply wanted to have hot water again. We needed a solution. To her, do you think she really cared which product I chose? Of course not, all she wanted was a solution. As I'm sure you've realized by viewing previous chapters, it's critical to look at sales through the lens of your customer. Like my wife, they are lookin' for solutions also. Products and services are simply the vehicles that delivers the solutions. Let's look at the formal definition of a product versus a solution. A product, simply defined, is an article or substance that's manufactured or refined for sale. Makes sense right? A solution is defined as a means of solving a problem or dealing with a difficult situation. See the product may be the means but the solution is most certainly the end. People buy solutions not products. Now I'm not sure about you, but where most salespeople run off the rails is that they try to sell products instead of solutions. They communicate the facts and the features, and the figures and the opinions around the physical characteristics of their products, rather than the process of arriving at a positive solution for the customer. So let's look at two examples. In example one, we will highlight a product-focused salesperson. In example two, we'll highlight a solutions-focused salesperson. Okay, you ready? So you walk into the local home improvement store and ask to talk to someone about a new hot water heater. A sales guy from the plumbing area comes out and says, "So I hear you're in the market for a new hot water heater." "Yes," you say. "Well, we have several to choose from, "they range from 40-gallon capacity "up to 75-gallon capacity, as well as life range "of three years up to 12 years. "We have natural gas and electric "depending on what you need. "Prices are around $300 up to $900. "So which one you think you'd be interested in?" And you say, "Well, give me the cheapest one I guess "for 300 bucks." Now let's try it from a solutions approach. Same exact scenario. This time the salesperson asks, "So why are you in need of a new hot water heater? "Is this a replacement or is this for a new home?" And you say, "Well it's for a replacement." "Okay great." he says. "Tell me a little about your house. "How large is it?" And you say, "It's 2,500 square feet." "Great," he says, "how many people do you have "that live there?" "Five." "Great." "Would you say that hot water tends to get used at one time "or spread out over the course of a day? "For example," he says, "in my family, "the vast majority of hot water gets used "between six and eight in the morning." And you say, "Well, ours is very much the same." "Okay, great," he says, "that helps me understand "how much capacity you're going to need "so that the last person in the shower "still has hot water." He then takes all that information and makes two recommendations based on his own experience and what he would do for his family. So as it turns out, the 50-gallon, six-year energy-efficient water heater for $650 is the choice you end up making, why? Because the second sales person sold you a solution, whereas the first sold you just a product. So here's what I want you to do, take a moment and make a list of all the solutions your product or service solves. Next, I want you to think about how you can ask better questions to get your customers focused on the solution to their problem first and then use your product to solve it.
- Describe the overall phases of a sales process.
- Explain how to perform prospect research.
- List and define possible motivations, as well as enabling situations for change.
- Describe ways to establish credibility and obtain commitment.
- Explain the elements of post-sales activities.
- Describe the importance of process in sales activities.
- Itemize steps in the process for obtaining commitment.