Rule 1: Always be solving a problem
If you are not solving a problem, it is going to be extremely hard to sell your product or your service. Organizations have to write out what the problem is that they are solving. The next question is, does the client or customer acknowledge that you are solving a problem? Do they see that they have a problem and that you can solve it? Sometimes, you will be talking to an individual and trying to sell goods or services and they will just be in denial in that they will feel that they do not have a problem that you can solve. So you can talk and talk and demonstrate and illustrate and present but you just have to learn to move on from those situations.
Rule 2: Make sure the client/customer acknowledges they have a problem that you can solve
The main way to do this is to target customers that will most likely acknowledge that they have a problem that your goods or services can fix. Be very clear with what problem you are solving.
Often in sales we recognize that a problem does exist and our product or service solves the problem. However just because we see the problem doesn’t mean the prospective client will see the problem or issue. It is up to us to do our best to educate, motivate and inspire the prospect to take action on the problem but sometimes people are in denial. The goal and point here is to not waste too much time on those that most likely will never come out of a state of denial.
I see far too many talented people spending an inordinate amount of time trying to convince someone of their problem to no avail. One needs to have an abundance mentality and recognize that there are plenty of people in this world that can benefit from their products and services. The prospect will acknowledge this and actually appreciate the products, services and relationship being provided.
Life becomes so much more enjoyable when they do business with those they truly appreciate. Life is too short working with those that do not appreciate or respect the value you bring. In these cases learn to say “next” and walk away. Even if the person becomes a client it will be short term or high maintenance.
Rule 3: Make sure the client has the financial means to pay for the solution to their problem
A customer might acknowledge a problem only to find out they do not have the financial means to move forward or work with your business to solve that problem. That goes along with targeting as well. You have to target an audience that will be able to pay for your goods or services.
An example of connecting all three of these rules would be a luxury automobile dealership. Are they solving a problem? Sure, they are solving someone’s transportation needs and the customer understands that, but the issue is the affordability factor. Now they are going to target market that luxury automobile dealership into zip codes and areas. They know the average household income or net worth is a certain amount and they know that their customers have the means to buy their cars. So they place their dealership in a wealthier or higher net worth area because they know the people there will be able to afford luxury automobiles. Often times, businesses don’t realize the importance of connecting all 3 of these rules.
It all depends on the right product for the right person. You no doubt have to be aware of that. It is such a simple concept but so true – you must keep those 3 components in place to make sure that you are on the right track.