Whose Solution is it Anyway?
Last time we talked about how sellers can encourage a prospect to share their key business objectives or goals. Let's assume that the prospect revealed their goals. Now what? In this issue, we'll talk about solution development.
How many times have we heard sellers say "We have a solution for you."? But, do they really? What is the definition of a
solution? "An answer to a problem" or "The act of solving a problem". Who has the problem - the seller or buyer? Who ultimately has the responsibility for solving the problem? The buyer! However, do sales people often take ownership of solving the problem, thinking their product is the "solution"? We suggest that before even talking about their products, sellers first have a conversation with the prospect about their business goals, problems and needs. Once sellers understand what the prospect is trying to accomplish and what they think they need, they can more effectively position their products/services.
So, how can we help sellers facilitate quality conversations with prospects to understand their needs? We recommend that you equip your salespeople with relevant questions to ask so they can learn about the prospect's business goals and objectives, why they may be having difficulty reaching their goals, and potential products/services that might address their particular situation. Without a conversational template, sellers may have a tendency to wing it or revert back to talking about product features.
Let's assume that one of my prospects stated that their primary goal was to improve forecasting accuracy. Following are just a few questions I might ask:
- Opening Question. "What is impacting the accuracy of your forecasts today?"
- Diagnostic Questions. "Tell me about your current forecast process. Do your reps classify, or grade, pipeline opportunities? Are their classifications consistent? What impact does this have on forecast accuracy? Have you missed revenue targets because of inaccurate forecasts? By how much?"
- Product Positioning. "When projecting revenue, would forecast accuracy improve if your salespeople applied a consistent grading system to pipeline opportunities that can be validated by customer correspondences and deliverables?"
I would continue to delve into all areas that the buyer feels are impacting their ability to reach their goal and attempt to relate how they might be able to use my offering to address those issues. I would also summaraze their current situation and then ask if they had the capabilities we just discussed, could they meet their goal (objective). If the buyer says yes, the buyer now has a "solution". It's not my solution, it's the buyer's solution.
If you'd like to learn more about how we help our clients develop solutions with their prospects, send us an email.
