One of the topics being discussed in my Understanding the Sales Force Blog this week was how often the reason for the prospect’s inability to make a decision is because of the solution we presented.
We focus a lot of our efforts on the closing strategy or tactics, overcoming or preventing objections, building your resistance to rejection, following the process on the way to the close and eliminating weaknesses that get in your way. We have also discussed how providing your prospect with options will cause them to think it over. But we have rarely, if ever, discussed the one thing we all take for granted; that you can identify and present the ideal solution.
The ideal solution may be more obvious if you sell a product as opposed to a service. It may be more clear cut – this one does what they need and they can afford it whereas that one doesn’t do what they need or they can’t afford it. With services, one can often mix and match, pick an assortment and package them or even customize the offerings. Not as cut and dry.
But here’s the problem. Is your final solution one that you wanted to sell them or is it the ideal solution for their compelling reasons to buy? Is it one that gives you a price advantage (less expensive) or is it the ideal solution for their compelling reasons to buy? Is it one that gets you a bigger commission or is it the ideal solution for their compelling reasons to buy? Is it one that you are most comfortable presenting or is it the ideal solution for their compelling reasons to buy? Ideally, what you include in your solution should cause your prospect to say only one thing; “Perfect.” If you over solve to get more money or under solve to come in at a lower price, you lose your competitive advantage, rather than gain it. If you don’t under or over solve, but you inaccurately solve, that is, provide a solution that doesn’t really solve their problem as much as it solves yours, you’ll probably never get another chance at their business.
So how do you know when it’s the ideal solution?
Listening to their compelling reasons to buy, understanding their problems, knowing you have identified the root of the problem and not a symptom of the problem, knowing the consequences and cost of the problem, and how much they are willing to spend to solve their problem should help you determine the ideal solution. Then ask yourself, “Will they say, ‘perfect’?”