One costly mistake too many salespeople make today:

Telling prospects about the benefits of a product or service before taking the time to learn what they really want and need.

The remedy: Solution selling — investing time, before making sales calls, to understand every prospect’s situation, perceptions and problems.

When used effectively, solution selling will pique prospects’ interest sooner and increase the chances of closing.

But before preparing sales calls, salespeople must first determine their prospects’ level of interest. Chances are prospects will fall into one of these categories:

1. Latent. These buyers are not consciously aware they need your product or service. There are many possible reasons their need may be latent. Maybe they tried to solve the problem before, failed, and became convinced it wasn’t worth solving. Maybe the prospect just doesn’t understand what your product can do. But whatever the reason, it will be difficult to make a sale if the pain remains latent. It’s important to point out that the problem is worth solving and can be done in a way that yields a high return on investment.
2. Visually impaired. These prospects are consciously aware there’s a problem but don’t see a solution — or don’t feel an urgent need to find one. In this instance, it’s a good idea to work to get the prospect to agree that he or she does have a serious problem before mentioning your products or services.
3. Looking for help. These prospects know they have a problem that needs to be solved but just don’t know who or what to turn to for help. That’s where you come in. Start by acknowledging their problem and explaining what you can do to help.

Adapted from “Customer Centric Selling,” by Michael T. Bosworth

Tags: Return on investment, sales call, Solution selling