As I shared in my post last Monday: Stop Selling! If you’re selling you’re doing something wrong.
Whenever I share this insight, it’s always greeted with agreement…and frustration. People shrug their shoulders and ask, “I get that I shouldn’t do this, but what should I do?”
Solving The Seller’s Paradox requires that you fully and completely leave the world of the peddler. You must let go of your products and services, your features and benefits and engage – truly engage – with your prospects/customers. You must embrace a diagnostic approach.
The basis of this approach is rooted with what I call The Three Sale Mindset™. A successful sale is really the culmination of three distinct “sales.” They are:
- Agreement defining the problem.
- Agreement defining the best solution.
- Agreement defining the best provider.
The problem with traditional sales (and with about 95% of salespeople) is that they’re completely programmed and focused on making sale three, and as a result skip steps, assume and commoditize.
Diagnosis is all about focusing on the first sale, and realizing that you don’t really have a prospect until you have clearly and mutually agreed on what the problem is, the impact of the problem as well as its priority.
There are three distinct decisions that must be reached in The First Sale™:
- I (the prospect/customer) have a problem.
- A clear definition/description as to what the problem is and the underlying cause.
- Determination that the status quo is no longer viable, and that change must occur.
It is critical to understand that The First Sale has not been made until all three points have been met. It is not at all unusual (actually, it’s the norm) that salespeople move forward when only the first and third points are being communicated.
When a prospect/customer reaches out to you claiming to acknowledge a problem and desiring a solution, if you assume that they either a) understand what their problem really is, or b) are truly committed to solving the problem once they learn everything that is involved you are moving into false positive territory – and you’re peddling!
When you slow it down and spend the necessary time to ensure that all three points are covered, you’ll find you move beyond competition and begin to get treated like the trusted resource your should be. Focus on The First Sale, and you’ll see the next two move through faster than ever.