So, You Want To Sell Solutions? Part 4 "Plan the work, Work the plan"

A lot of sales folk use scripts for making cold calls and initial contacts.

The reasons are simple and mostly valid; you need to introduce yourself; your company and gather specific information to determine if the customer is a qualified lead.

Once the call is done, that information is entered into the clients profile and should contain all the information relevant to moving to your next steps in the process.

I no longer use a script. Here's why:

Using a script, no matter how good you think you are, sounds scripted.

Plain and simple.

Try using a framework instead.

A frame work allows you to hit the same points you need to qualify the customer, yet it also lets the conversation flow organically.

Take a pad of paper and map the front call.

Determine just what information you will need to qualify and be sure that your framework contains the questions you need to ask specific to the pains and benefits your product addresses.

Let the conversation flow organically.

If you have built interest the customer will typically provide all the details, you need and offer up information you did not even expect.
If there is no need or interest, you are wasting your time.
End the call.

Too many aggressive salespeople push the potential customer to a point that they kill the lead on the front call.

You know you have the worlds greatest solution to address your customers wants and needs, they do not.

Leads cost money, do not waste them. if you have listened effectively and treated the customer with respect, even though they may not need you now, you leave the door open to follow up with them later.
So, determine what questions you need to ask to turn your lead into an opportunity.
For solution sales you must have the following to complete the sale:

Pain, Power Vision and Value:

1. Pain: Do they have an existing critical issue that your product or service can address or resolve?

2. Power: Are you at power? i.e. a a decision making authority with the power to spend or to influence the buying process?

3. Vision: Can you articulate a plan that incorporates and validates your customers short and long term vision?

4. Value: Can you detail both the actual dollar value (ROI) as well as the intrinsic value your solution represents to the organization in terms of dollars and cents as well as enhanced productivity and time saved over the existing or competing solution?

As mentioned in a previous post, you are the doctor here, you are presenting a remedy designed to cure or treat an existing pain and the underlying condition.

You must first diagnose the pain before you can prescribe a solution.

If your customer has not experienced the pain that your solution addresses, nothing you have to show them will have any value and you are just wasting your time.
Whether addressing the IT or business side you must identify and get them to acknowledge their pain before you can offer any solution.

So plan your steps, map your process and know your customer.

(To be Continued)