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Essential
Message # 002:
If you're selling a solution, maybe that's the problem?
Do you use 'solution selling' as the basis for your sales conversations? If yes, you could be a classic example of how a little information can be a dangerous thing.
There's only one drawback to focusing on the solution, but it's a big drawback. Nobody cares about your solution until they recognize they have the problem that your solution solves.
Instead of launching into your solution, make sure the person you're speaking to recognizes and relates to the problem first. Get him or her to visualize and see the consequences of the problem. (Questions are a great way to do this -- and qualify your prospect at the same time -- but we'll leave that for another Essential Message newsletter.)
Only after your audience or prospect starts nodding their head in agreement with you about the problem can you move to the next step of selling them on your solution. Try it -- it really works!
FYI:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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