Is Your Solution Intentional?

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I got the proposal via email a week after the sales person and I had talked at length. It was well designed. It was well laid out. And it came with a fabulous letter introducing it. (I presume all from some template that a higly paid consultant had devised).

BUT…..

It didn’t hit the mark because the solution he proposed was a random effort to solve my problem–which, of course, got me thinking (everything gets me thinking).

His solution was random and not intentional. The reason is that it had no direct link to my expressed pain. He never connected the dots for me. Therefore when I looked at the solution he was recommending…and the price…it didn’t “hit the spot.”

What he should have done: He should have crafted a proposal that went down item-by-item through the problems I had and the compelling reasons for changing. Beside each of those, he should have crafted a well-written sentence explaining the benefits of his solution in solving those problems. Then his solution would have become intentional. It would have intended to solve the problem, rather than intended to make the sale.

The paradox? He would have gotten the sale instead of a “let me think this over.”

Be intentional–not random.

You Have The Power. Why Throw It Away?

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Well, of course, the answer is “you shouldn’t!” But, lest you think I’ve lost my mind (which is entirely possible) let me explain.

An article–a good one–in the NY Times Sunday by Dan Mitchell about the shifting power from manufacturer to retailer (as in Wal-Mart) prompted this post. Mr. Mitchell has some great content–but there is more to the story.

This article begs the question: who should be in control between buyer and seller?

In our training business, that is one of the fundamental shifts sellers must make mentally–that they should be in control. But when I read an article like this, it reminds me of how much work there is to be done on the matter.

There is a common belief that “buyers” should have control becuase they have the money. But that’s absurd. I believe “sellers” should be in control because they have the solution to the buyer’s problem. And the solution has to be worth more than the money (if it isn’t, then you, the seller, have more work to do on your value).

If you or your sales team feel that the buer has the control, then you have set yourself up for a career of begging and averageness.

There are three things that must be in place though before you can call yourself a follower of this new method.

1. Abundant Market. You have to believe that your market is abundant. If you can get there “mentally” then you can detach from the outcome. The person who is least invested in getting their outcome, is the one with the power. The way you get to that belief is to create a “possibility plan” of all the people (companies) who have problems that you can solve.

Companies that sell to large firms get mentally yucked up by saying to themselvs “yes, but there are only so many Wal-Marts.”

2. Effective Process. You have to have an effective sales process that contains a step for finding the problem–so that you have something to link your solution to. If you are one of those “quote and hope” people, not really concerned with the prospect’s pain, then you will be out of control. Your process must have their best interest in mind–the best solution.

3.  Ideal Client Mentality: Not everyone is for everyone. Yet, when sales teams go to the market, they try to make everyone a prospect. Instead of this strategy, change to an “ideal client strategy.” In that method, you admit to yourself (and other human beings) that not every prospect is a good one. And that in order to provide “optimum value” for your client, they must fit. If they don’t, then move on.

This entire new way of thinking gives power to the selling organization with a big “however.” Mr. Mitchell is right when he says sellers that are forced by big customers to impose sorely needed discipline on their processes actually come away from the fray stronger and leaner. So, in a way, the control that your customer exerts on you can help you become better. But you still need control.

THE TRUTH SETS YOU FREE

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I got a call from one of my professional services clients, who said an 18-year client said he needed to check other vendors–said the price was getting too high.

Wow! Not an easy call to get–and he asked me what I would do. Here it goes:

Acknowledge the truth. You can’t MAKE HIM NOT CHECK them out, can you? Of course not. So go have a meeting and say this:  “Mr. Client, I want to acknowledge your thoughts about looking elsewhere. That may be a good idea. After 18 years of a relationship, sometimes people grow weary — the relationship goes stale — nothing new — just the same old service. So I would encourage you to look elsewhere. It will be healthy.”

Then, follow that up with: “But I do have one question. Is it really the money (which he told him it was) or is it something different–like service or value or something we missed?” Then, I would suggest a brainstorming session with their senior managers to see how, or if, there is a way to reduce the fees. There may not be. But you at least have to be open to it.

Maybe they’re right. Maybe your fees have crept up too quickly. Maybe they aren’t getting as much value. But you can’t know that until you have an “exploratory meeting” at their site. You cannot be defensive at this meeting. It is a meeting based on finding the truth.

Go into it with high intent–really wanting to help the customer solve the problem. NOT trying to ‘keep the business.’ By surrendering you get stronger.

Integrity Demands Integrity

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You get what you tolerate. Agree. But how can you limit what you tolerate from others? You can tolerate nothing but high integrity and high intent from yourself. Here’s how it works: You go see a prospect hoping to sell something. You are behind this quarter and need the sale.

He begins his ‘lying dance’ which results in you reluctantly agreeing to quote him on your solution. You want to get out of the ‘game’ but you can’t. Why? Because you are operating out of :low integrity: which is why you can’t expect anything more from him. We can only get what we give. You had an intent going into the call that was about “selling him something to meet quota.” How high is that intent?

That’s why when the sales people I coach come to me and say their customer is lying to them, I always say “Why did you force him to lie to you?” You force the behavior you get. Later we’ll talk about how to adopt the “high intent” mentality.