SALES CONVERSATIONS


The Problem with Only Finding the Problem JULIE THOMAS


Almost every salesperson I speak with tells me the key to selling is finding the prospect’s problem or pain point. After all, without a problem, why would anyone need a solution?


This is true. However, is finding the problem enough to sell your solution? Not always. Let me explain. Try as we might to prove otherwise, not all problems are worth solving – nor are they equal in importance. This means sales reps must find those problems that are important and that do get the time, funding, and attention from the executive suite of a targeted organization. Those will


14 | JANUARY 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


be problems that directly and clearly impact the business. Given that not all problems are worth solving – and not all problems are equally important for a prospect to address – we have found these best practices for determining if your prospect’s problems matter. Engage executives in thought- ful business conversations. It is vital that sales representatives gain and


maintain the business acumen and communication skills to both under- stand and elevate a conversation that is focused less on common problems and more on specific ones hold- ing back or slowing someone from achieving their business objectives. Regardless of your solution, do you have the skill and aptitude to connect to the business goals and objectives of your prospect? Uncover the prospect’s struggle in


reaching business goals and objec- tives, which are typically timebound and measurable. It’s not just a matter of helping a company or unit increase its year-over-year revenue. Say a pros- pect needs to increase revenue by 10 percent by December 2019. And,


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