Want to know why some highly-qualified prospects just won’t buy your solution?
Here’s the scenario:
To you, it seems clear: the problem this person has, is totally something you can solve for them.
And they are on board as well: they like you, they trust you, they know what’s in the tin and they’ve got the budget.
You have their solution, right here… and they need it, and they want it… so then why don’t they go ahead and buy…?
Annoying, to be sure, when the sales process stalls.
The good news is, there’s a simple, effective way for you to unblock stalled sales situations, and it comes down to problem-finding.
Because in many of these cases, where everything seems to line up and yet there’s no sale, it’s because we try to sell a solution for the ‘wrong’ problem.
You’re trying to sell someone on a problem that ‘isn’t worth solving’.
‘Our website is outdated and we need a new one’ is a good problem to solve, sure.
But for a business owner, an outdated website is not the actual problem.
Not if there’s other, bigger problems to solve first: make payroll, deliver product or service, manage the team, improve IT or fleet of vehicles… oh yeah, and then there’s that website.
“We’ll deal with that later, once I get this stuff off my plate.”
So the problem ‘outdated website’ isn’t worth solving for your buyer, at that time. Other priorities take precedence.
However, if you identify the actual problem, and the cost of not solving it – what I call ‘problem-cost’, everything changes.
Like so: “Your competitors have spiffy websites, with great SEO, and they’re signing on clients.
“And because your site isn’t up to date, you’re losing out on sales, while your competition is ‘eating your tortilla’, as they say in Spain”.
Lost sales? Overrun by competition?
Costly stuff – definitely a problem worth solving!
Your job as a seller isn’t to convince someone that their problem needs solving.
Your job is to identify the actual, underlying, costly problem – the one that’s the consequence of the surface-level problem.
Point at that, and watch how engaged your buyer becomes in deciding to solve the problem.
This kind of approach is what you learn, to a masterful degree, when you enrol in my 10-week training programme on ethical selling.
Each week we meet, 1 on 1, on Zoom.
You’ll learn the 10 pillars of the system, gain an in-depth insight into buyer psychology, and you acquire the ability to enrol buyers like you never thought you could.
Details and signup here.
Note: the price will go up to $2800 on January 1st.
Cheers,
Martin
