To follow on from yesterday: One of the best ways to lose a sale, is to inadvertently ‘sell a problem’ along with your solution.
“But wait!”, you say.
“I don’t sell a problem – I sell a solution!”
Of course, that’s what business is about: earning money for solutions.
But it’s just too damn easy to offer a solution and be unaware of the attached problems or consequences your buyer will have to deal with.
Like this developer I spoke to a while back, who wanted advice on raising money to build out his app.
What he showed in the demo, I could see his idea was a solution for the user.
But, in the way that he presented the app, it constantly looked like hard work.
Extra time to spend.
More things to think about.
Lots of buttons to click.
All kinds of pages to navigate through.
And it wasn’t because there’s anything wrong with the app he’s building.
It was simply because his way of communicating and presenting wasn’t properly thought out.
He was communicating from the POV of an engineer, and failed to speak the language of the audience.
As a result, what I perceived was an app with an extremely high ‘interaction-cost’.
I.e. for someone to decide to buy the solution of using the app, they’d also have to be willing to ‘buy the problem’ of a taxing, challenging experience in using it.
So if this developer goes out to try and land an investor with that type of presentation, he’ll find it very hard to raise the funds. He’ll need to adjust his demo, so that he doesn’t inadvertently sell the problem of high interaction-cost.
So whatever you communicate, whatever problem you solve for people, or whatever sale you’re proposing:
Use empathy to check the other person’s reaction and level of engagement, and calibrate your message if you notice that something appears complicated or problematic for them.
On another note:
I’m building an app that coaches you on working your pipeline, moving your deals forward – and closing them faster and at better rates.
It’s called SalesFlow Coach, and we’re scheduled for beta-release in June 2022.
Register here to be notified when it goes live.