Are You a Problem Solver, or Just Selling a Solution?

You’re in sales. You’re proud to represent the company you work for and the solution you sell. That’s a great place to start. 

The problem is that many sellers are so proud of what they sell, it’s all they talk about. They run around from prospect to prospect offering their solution and hoping that they called on someone with the right problem. 

This is totally backward. 

When you lean on the solution to sell itself, you’re relying on so many things that are outside of your control. 

First and foremost, you have to find people who actually have the problem you solve. You’re looking for a needle in a haystack. While you can certainly narrow your search, and filter for things like company size, revenue, industry, etc, all you’re really doing is reducing the amount of hay to sort through.

Once you find the proverbial needle, you’re also operating under the assumption that your prospect knows they have this problem, is interested in solving it, and is ready to do so. 

Then, it’s between you and your competitors, and you all look shockingly alike. Time to roll the dice and hope your prospect thinks enough of you and your product to hose your solution.

Prospecting is so much more than finding people willing to buy something

News flash: nobody cares about your product! 

You can’t assume that your enthusiasm for your solutions will transfer on its own. Your prospects don’t have the proper context until you provide it for them. Until you sit with them and do thorough discovery, it’s just another vague idea in their mind. 

That’s why your sales conversations have to center around the problem you’re solving. 

First, they’re going to be far more interested in talking about themselves than talking about you. More importantly, the issues they’re facing provide the proper lens for how they will see your solution in the best light. 

When you’ve earned the right to make your recommendation, they’ll see the benefit immediately. Until then, you’re just another pitchman (or woman) tossing value statements against the wall and hoping something sticks.

Real professional selling is about demonstrating that you know how to solve problems, not just showing them you know how to promote solutions.

A few questions for you to ponder

Do you have subject matter expertise? 

Can you help your prospect make the best decision for their situation based on what you’ve learned by helping others to do the same?

Can you help them think through the relevant factors that go into the decision-making process, especially pointing out the blind spots they have around the things that might pop up and get in the way? 

You don’t have to have all the answers, but can you ask the right questions?

Considering these questions should change your mindset around what it means to be a professional seller. Show your prospects that you’re a resource for them. Show them that you’ve got them covered and that they can turn to you for help working through the decision they’re making. 

This will allow you to help them get over the hump of the status quo and actually make a decision. You’ve had sales processes move along smoothly, only to get to the finish line and stall because your prospect just didn’t believe the solution was going to deliver the promised results. While this isn’t always your fault, you can prevent it from happening as often as it does.

Be a problem solver

Your reputation precedes you. When you are known as a problem solver who can provide insights as well as solutions, you’ll clearly separate yourself from your competition. 

Not only will you be brought into more conversations sooner, but you’ll also win more of those deals because so few of your competitors are willing (or able) to provide those insights. Anybody can peddle a product. Be a person who can facilitate productive change.