Every problem has a solution -some have many different solutions.

The key in maximizing sales effectiveness today is becoming a total solution provider. However, you better define the problem correctly before offering a solution. I call it finding the real pain.  If you don't define what is causing the pain correctly, you might just solve the wrong problem.

This requires creative strategic thinking. It is not a "shoot from the hip" suggestive selling technique. Even Einstein stated that -  "The formulation of a problem is often more essential than its solution."

I often say the power lies in the questions you ask and the ability to shut up and listen effectively.  To define the problem and find the customer's pain, we must learn to ask the right questions. Once you start asking the right questions you need to be sure both you and the customer are defining the problem collectively and that you are both on the same page.

Create clear agreements as to what the problem is and how you are going to go about solving it. Act honestly and ethically. That means telling the truth (including the truth about your organization's capabilities), avoiding conflicts of interest, treating your customers with respect and dignity, honoring agreements, and maintaining confidentiality.

Relationship Equity
Maximizing sales effectiveness is still about relationship equity. This is all about establishing trust and intimacy with your customer building mutual trust and respect.  Demonstrate personal integrity, honesty and sincerity.  Show genuine concern for your customer's success, and respect their perceptions to help you determine where they feel pain...

Always, be conscious of where your customer wants to take the relationship.  Come into meetings with a plan, but be flexible - ready to address issues as the customer views them.  Trust your intuition to lead you both to a satisfactory definition of the problems.  When you don't know, be comfortable and honest about that. 

Go into each interaction with a customer determined to listen 80 percent of the time and talk only 20 percent of the time.  It's about the customer - their concerns, needs and wants and their pain. It is not about you or your organization.  

It's Not about Features & Benefits
Why do so many salespeople have trouble finding real solutions? One key factor is the way in which they present their solution capabilities. The most effective salespeople do not blurt out their product or service features and benefits in hopes of finding something that resonates with the customer — rather, they try to understand each customer's specific needs, and they define the problem clearly and get the customers agreement specifically. They understand the pain. Then they focus on those aspects of their solution that would be of highest value to the customer. In other words, the best differentiators are found by diagnosing first, defining the problem clearly, getting the customer to agree with the definition and then presenting a solution.

A Fundamental Principle

One of the fundamental principles of becoming a total solution provider is having the ability to clearly define the pain before you administer any medicine. In other words, total solution providers understand the customer's critical business issues or potential missed opportunities (their "pains"), before they recommend a solution (the "medicine").

The key to selling solutions is to do a good job in diagnosing the customer's pain and getting the customer to agree with that definition. After having diagnosed the reasons for pain, you must now help the customer visualize a solution. In a consultative manner, you should vividly describe an action and how your capabilities might help the customer address the cause of their pain. If the customer doesn't agree with your diagnosis, they won't trust your solution — and they won't buy from you.

So….. Approach each customer interaction with wonder and curiosity.  Ask open-ended questions that will reveal information, challenge customer assumptions, and help the customer help you clearly define the problem. Then and only then can you define your solution.

Communicate

When it's appropriate to deliver a message to the customer, be clear and articulate.  Don't beat around the bush.  Use the customer's language to make your message easier to understand. Listen effectively and pull together all the information the customer has revealed to you. This should allow you to help the customer gain a new awareness of their situation. .
Instead of pushing your product or service, help your customer develop their own solution even if it doesn't mean using your product.  This approach builds relationship equity that can be leveraged in the future. 

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www.ceostrategist.com – Sign up to receive "The Howl" a free monthly newsletter that addresses real world industry issues. – Straight talk about today's issues. Rick Johnson, expert speaker, wholesale distribution's "Leadership Strategist", founder of CEO Strategist, LLC a firm that helps clients create and maintain competitive advantage. Need a speaker for your next event, E-mail rick@ceostrategist.com. Don't forget to check out the Lead Wolf Series that can help you put more profit into your business.