Stop Asking “What’s Your Problem?”
They won’t have an answer for you…so stop with the asking.
We teach the concept of finding the problem when we guide sales professionals. Yet, how often we hear our clients come back and say “They didn’t have any problems. I asked them and they couldn’t think of any.”
OK. One gold star for asking the question. But two BLACK stars for not asking in the right way.
If your prospect is unaware of problems he/she has then asking them about them doesn’t help them much.
A better approach is to have a list of the 5-10 problems you help companies solve (or address). Make a list of those and put them in a document. Then, as you begin your sales conversations with people, bring out the ones that are the most relevant.
Some will look at this as some kind of cheap trick–or crutch. We say it’s a great way to keep the conversation focused on the problem the customer has rather than on the product you have.
Very good advice. Very good advice.
People can’t always identify their problem — thanks to bias in perspective, and the protections our brain builds to prevent cognitive dissonance.
You’re right about some people thinking your 5-10 problems advice is a crutch. In many ways it is. But a crutch is a lever to help one stand tall, isn’t it? Personally, I think it’s great advice to be prepared (thanks BSoA!).
All the best,
Glenn