Sell the problem, not the product Most salespeople lead their pitch by focusing on their products or their benefits. But that’s not what customers care about! They spend all day, every day living in the world of their problems. Many of which, they lack the clarity around to solve. And if you’re able to describe the problem your customer is experiencing in a clearer way than they understand it themselves and why it’s so difficult to solve, three powerful things will happen.
First, they’ll be grateful to you for connecting the dots. Humans lithuania cell phone number list crave certainty. Like an itch we can’t, when we don’t have a clear sense of why things happen we experience anxiety and discomfort. Creating a sense of certainty around why they’re experiencing their problems, gives them confidence they can be solved. Second, leading with problems instead of solutions is a great way to heighten your customer’s sense of urgency.
In Sell The Way You Buy, I talk about how humans are biologically programmed to prioritize the elimination of threats of pain and loss. Selling the problem will get them to lean in and act on those feelings faster. And finally, if you’re able to speak to the problem on a deeper level than your competition, highlight the reason it exists, and why similar customers have failed trying to solve it on their own, they’ll believe you’re uniquely positioned to help them solve it! Related post: To Win More Deals, Lead with Problems Not Solutions.