Solution Selling, a Competitive Edge

 

 

 

 

 

Investing in solution selling is an easy and affordable way to get  competitive edge in a tough economy.   Great service maybe the way to retaining a customer but certainly solution selling is the way to win the next contract.  Solution selling is the art of wooing the customer in way that demonstrates your acknowledgement of their feelings, what they are thinking and how they see the world. And by asking questions, the right questions, you can unlock the potential for greater profits.

The Socratic Way of asking the questions…

Respect the customer; Help the customer think; Help the customer make decisions.

 

Begin with a Socratic opener:

Say you are prepared  “Mr Jones, I’m prepared to talk about . . . . . . ., which we discussed on the phone.”

Invite the customer to speak on the subject.  “If you could give me your perspective on that . . .“

Offer an immediate benefit.  “We can focus the meeting on what interests you.”

Every customer has a perspective on a subject and is only too happy to share it.

 The customer owns the past and has no stake in the future – until the past has been dealt with. Help the customer tell the story.

Use Socratic draw probes: “Tell me more about . . .““Would you elaborate on . . . .”“Give me an example of . . . . .”“What else should I know about . . . .” “What else would help me understand . . . .”

Use Socratic access probes: “How does . . . . . fit the picture?” “Talk to me about . . . . . your experience with . . . . . ““How do you handle . . . . . ?”

 Believe that the sale is being made when the customer speaks about the need. Not one moment is wasted.

The clock runs faster on the customer.  Ask easily answered questions about urgency.

“Why now?” “What makes this urgent?” “Why is this important right now?”

Take advantage of the highly visible deadliness.  Seasonal deadlines; Phase completion deadlines

 Watch for less visible deadline. Start-up deadlines; Unspent budget deadlines

The customer’s second need is a solution.  The customer’s first need is to get started on a solution.

Facts about the need determine the choice of product or service.  The customer’s feelings determine the buying decision. Ask easily answered questions about feelings.

For irritants:  “What bothers you most about this?”  “I sense you’re frustrated by this . . .”  “How tough a position does this put you in?”

For motivators: “How does this affect you?”  “I sense this means a lot to you.”  “Why is this important to you?”

Sales are closed through what the customer feels.

The sharpest competitive edge is the one your competition neglect.

The customer needs to know you understand.  Listening fosters lasting relationships and unbeatable relationships.

 You haven’t listened until you can show you have listened.

Play back a summary of the facts.  If you don’t get it right, the customer is happy to help you try again.

A playback draws fresh information. Play back the person. Ask yourself, what is important to the customer?

If the customer has feelings about it, the person is involved.

 Ask easily answered questions:

“How does that sound?”  “Do I have it right?”  “Am I getting the picture?”  “Is that it?”

When you play back what is important to the customer, you capture the person of the customer.

Ask easily answered questions to elicit decisions:

Lead in	Specific decision
“If you were to go ahead with . . .	when would you . . . ?” how many would you . . . ?” where would you . . . ?” what kind would you . . . ?” and so on.