This is a long and critically important piece of content. You may want to spend some time with it this week.
Selling well begins with understanding where your prospective client is in their decision-making. By knowing where they are in their process, you can better serve them, and you can also create a preference for you and your solution.
A Problem Worth Solving
You will find your prospective clients in one of three states.
The first state in which you might find them is the easiest and least likely. That is where they have a problem worth solving and they are compelled to solve it.
The second state you might find your prospective client in is one where they don’t know that they have a problem, and so they aren’t compelled to change. This is more likely where most of your clients are when you find them. You can see that they should be producing better results, but they don’t understand how those results are possible.
You might also find a prospective client who knows that they have a problem but are not compelled to solve it.
The more your approach serves the prospect where they are, the better your results. If they know they have a problem and are compelled to change, you help them do so. If they don’t know that they could be producing better results and that they should be compelled to change, you teach them what their problems are and how you can help solve them.
What about the third group, the group that knows they have a problem and won’t change. Some people actually have to experience the heart attack before they change their diet and start exercising.
Is this change worth pursuing?
Identification of Root Cause and Compelling Vision
Sometimes your prospective clients need help understanding the root cause of their problems or challenges. They need help identifying a compelling vision of what their future should look like.
Good salespeople help their prospective clients solve the presenting problem or challenge they uncovered during their discovery. Great salespeople help their prospective clients find the root cause of those problems or challenges.
Good salespeople do an excellent job selling their solution. Great salespeople build a compelling vision of the future state, recognizing that the solution is valuable only as it relates to bringing that vision to life.
We think of discovery as coming to understand our prospective clients’ needs. But it’s more than that. They are also discovering the root cause of their challenge and a vision of a better future. This is what we do when we are at our best.
What needs to change?
Why should I change now?
How will it be better?