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| 01.25.08
Problem Solving And Sales
 By Wayne Hurlbert
Sales representatives are always told, and often in not so subtle terms, to create a sense of urgency in their prospects.
After all, you want the potential customer or client to purchase your products and services now rather than at some undetermined time in the future. The problem is with creating that need, on the part of the prospect, to make the purchasing decision right away.
The disappointed sales person is usually faced with the classic responses, "I have to think it over", or "I'll get back to you on it." Should the sales rep agree to the delay, the opportunity for creating that sense of urgency is lost. After all, the prospect believes that purchasing today, next month, or next year are all the same thing based on the sales discussion. The problem often starts with a failure on the part of the seller to listen for the real needs and problems of the potential buyer.
To develop a sense of urgency on the part of the prospect, the sales rep should do less talking and more listening. A canned, rapid fire statement of all the great things your product and services can do for the potential customer, is of little use if their specific requirements are not being met. Let the prospect tell you their problems, and your sales team will soon discover where your goods or services can help.
Have your sales team think as problem solvers, and not salespeople. The many prospective buyers have many different and wide ranging problems facing their businesses or personal lives. Every person and business is unique, but with careful listening, your sales staff can often craft the right solution, for the individual prospect's difficulties. By listening carefully to the buyer's unique circumstances, that sense of urgency will follow.
When the buyer states the problem, which could range from direct cash losses from lower revenues to higher than necessary expenses cutting their cash flow, your sales rep should listen for the important points. Have the sales representative repeat back the problem in a paraphrased form. By repeating the exact problems back, in the sales person's own wording, it tells the buyer that your person is listening to their problems.
Since listening is not always practiced in sales, the prospect will start to form a relationship with you or with your representatives. Teach your sales staff to listen more to what the client has to say about their needs or those of their company. Stress problem solving and building relationships, when conducting sales training, rather than the older idea of simply making a sale.
Once the problem has been restated, the buyer will usually continue with even more details. More careful listening, and questions for clarification, will help the prospect understand the importance of acting now. They can see the money they could save or earn in real dollar terms, with a sales rep they feel understands their unique business. After all, the sales rep listened to and was able to fully comprehend the problem.
After the problem is fully understood, then the solution can be offered. At this point, following the full discussion of the entire range of issues and problems, the sales representative has earned the right to offer the appropriate, individually suited solution. Because the listening process uncovered the real problems, the sense of urgency to find an effective solution is created.
Instead of thinking it over, or getting back to your sales representative, the prospect will become a valued customer. A longer term relationship between your sales staff and their clients will follow as well. People buy from people who they know, trust, and who actually listen to their needs and solve their problems.
Listen first, repeat the important points back in your own words, and help the prospect tailor a solution for their problems. With your sales team turned into problem solvers, your sales revenue will rise and your customers will be happy to work with your company over the long term.
The sense of urgency is now yours. Create that team of problem solvers within your business right away.
Don't think it over. Do it today.
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