Spinning the Problem

We hear a lot about sales people finding “The Problem.”  Implying that there is only really one problem.  The best sales people are problem solvers.  I believe this to be true as well but the world of sales is not quite so black and white as just that.

In Daniel Pink’s book, To Sell is Human, he discusses the idea that sales people need to not only find the problem but find the right problem because their are often many and usually the client is talking to you because they are aware of the problem.  So how can a salesperson really problem solve when both the salesperson and client already know what the problem is?  it is likely that the client took the meeting because they know they have a problem.  It may also be true that you have revealed the number one problem that your product solves and it is not compelling enough for your potential customer.

So what to do? Well, when you find one problem, it is not time to stop.  We often practice the “trial close.”  This is a leading question that gauges how close to ready the client is to buying.  “Do you see yourself using this product on a regular basis,” is a trial close.  If they say “no” then you need to find another pain point because the one you are focusing on it not working.  We focus a lot on having one product fulfill one specific need but often we do find ourselves able to serve multiple needs.  So, once you have identified one, identify another and another if you can.  don’t oversell though.  Keep using trial closes until they say “yes, I think I do see the value in using this product.”  There is something to be said for persistence.  Persistence pays.  Never stop looking for pains, but remember to shut up and close eventually!