Are You Solving Problems or Solving Your Customer’s Problems…
I don’t remember where I read this, but I’m sure it was Zig Ziggler or some other guru of sales: “Solve big problems, make big money.” This sounds simple enough right? Well, I am going to share with you my biggest "aha" moment. I was giving one of the best presentations of my sales career. This presentation eventually resulted in an $85M projector and network equipment sale. Sounds great, huh? It all came down to luck (preparation meeting opportunity).
Let me take you back to that day. I was giving this once in a lifetime presentation and I was on it. I was overcoming objections and painting awesome pictures of increasing profits and productivity. When all of a sudden my customer stopped me and said the most important phrase I have heard in my sales career. He said, “You are solving a problem I don’t have.” BAM! he hit me with it and I was stupefied. Fortunately for me, I had a customer who was willing to teach me as we went along.
Bottom line is that after all was said and done, I learned one more time to shut up and listen.
I think we should start a new sales university. We will just call it STFU. You go ahead and fill in your own blanks for the acronym.