How can I help?

When spun together, these are four of the most powerful words in the english language. They initiate thought, discussion, and quite often are the catalyst for great invention. In sales and business development what we do after we speak these words is what determines our success.

Here are my 5 steps to achieving sales success.

1. Listen: This is where most run into trouble. It takes alot of discipline to listen for the purpose of learning NOT for the purpose of responding.
   
   
2. Learn: Most customers will try and be helpful and explain what they believe the problem is. However, what they are typically describing are the symptoms. For example, when we have a cold the runny nose and congestion are the symptoms not the underlying cause. And after all, if they were an expert on the topic, odds are they wouldn't need to be consulting us. Ask probing questions; get to the underlying challenge.
   
   
3. Research: Gain permission to speak with others who are, or could be, affected in the customer organization. Read some case studies, speak to your internal resources, speak to your suppliers. I am a firm believer in 'there is rarely such a thing as new'. Most challenges and solutions have occurred before, so look outside your niche for similar looking problems and how they approached solutions.
   
   
4. Analysis: Although I stated there's no such thing as 'new' I believe it is equally true that few customers experience the same mix and impact level of problems. Therefore, no two solutions are identical or perfect. So here's where we really earn our pay, intelligently considering all the inputs and variables and potential outcomes of 'X' given responses.
   
   
5. Respond: Here our job is divided into two projects.

Response 1 - "We can absolutely resolve your problems. Understanding the challenges you are dealing with and having researched possible solutions we suggest...."

This first response solution ensures our customer recognizes we have intelligently and thoughtfully crafted a solution that directly resolves their stated problems/symptoms. In doing so, we show respect for them, the time they invested in us, time they invested in determining where their challenges reside, and most importantly that we effectively listened to them and learned.

Response 2 - "Our proposal will effectively resolve your present situation. What I have also done is look at the underlying factors that caused the situation and have prepared an addendum proposal which will......"

The second complimentary/alternative response solution directly answers our consumers unstated problems/drivers. As the subject matter experts we are positioned [and arguably compelled] to present to our clients 'the best feasible solution' for their long term health and prosperity.

Why the two responses? That's alot of work!

Why not just respond to the stated problems/symptoms? Lets say we were lucky enough to NOT be up against a competitor. Someone willing to go the extra mile and prove [in the clients mind] that they are indeed the expert and care more about their health and prosperity than we do. We may gain a short lived profit or ROI advantage but the longer term pain and cost of dealing with recurring issues typically eats up that spread quickly. And all we are left with is customer bad will - a customer that will probably not choose us the next time.

Then why not just respond to the unstated problems/drivers? First off, it's unsettling and disrespectful to our client. Instead of hearing how we have determined we can 'appreciably improve their overall health and prosperity' they're thinking 'darn it' you haven't listened. My nose and head [the symptoms] are killing me - I asked you to fix that. Second, inevitably the cost of the longer term and/or wholistic fix is going to be greater than the cost of an antihistamine - monetarily, and in time and effort. Bigger than expected solutions take time to warm up to and appreciate. In the mean time our client has response 1 'the safer - looks and feels like what they expect option'. It'll keep the doors of discussion open. Doors we need open and keep us in the race. After all today they may only be interested in fixing the congestion. Then once you've proved your worth you're in a far better position for them to trust you with the bigger solution.

In the end, whether our client chooses the safer option, a hybrid, or the 'best feasible solution' we have proved we care and are willing to go the extra mile. Significantly, we earn their loyalty, respect, appreciation = preferred status for future purchases.

For me, these 5 steps are tried and true. When properly executed eighty percent of the time it earns an order. The majority of which end up being either a hybrid or the best feasible solution. True, this approach takes alot more time and effort on the front end. Equally true, unless the decision makers change, it means we effectively own the account and all it's future business.