SalesMotivation.net

by Gary Jones

As Sales Professionals, we have one task that is paramount in our relationships with our clients. As a matter of fact, it is the main reason our clients even want to have a relationship with us. It isn’t our $1,000 suit, our neatly groomed hair or our great conversation skills. No. It is our ability to find, diagnose and fix problems. Don’t get me wrong. The things I mentioned above are great things to have. They assist you in getting your foot in the door and putting you client at ease. However, they are not the one thing that will eventually determine your success. Finding, diagnosing and fixing problems will.

Finding

We are Sales Professionals. And as professionals, we should act accordingly.

This means taking time with your client and asking as many relevant and well thought out questions as it takes to determine the root problem that is plaguing your client. It is an investigative process not unlike that of a physician. Your clients have symptoms. Some of them they will tell you, some of them you will see when looking at there operation. Some may be false symptoms leading you down a wrong path. Watch out for these. They will get you distracted and cost you time in resolving the real issues with your clients.

Diagnosing

Once you determine the true problem with your clients operation, it is time to present them with the diagnosis. We call this the “Presentation”. This is a very important step. It will do two things:
1. It will show your client their problem and the pain (or loss) it is causing the organization. They should really feel this pain. If it is a real issue with the organization, this shouldn’t be a problem.
2. It will show them the cure (your company’s solution). This will heal all of their ailments. It will bring them back fiscal health and help them to become an even stronger, healthier company than they were in the past.

Fixing

Diagnosing is not fixing. I can go to a doctor, have him question me to find out what ails me. He can determine that, give me a diagnosis and send me on my way. It is up to me to take his diagnosis and implement it to resolve my health issues.

In sales it is slightly different. Fixing the problem comes in closing the deal. This is merely getting agreement from your client that he does have pain and he knows your organization has the cure. It also comes in implementing your organizations product and/or service and making sure it is working to cure the pain as you promised him/her that it would. In many cases, if not implemented properly, our “cure” can cause the client more pain than he had before! Believe me. This is not a position you want to be in. Sure, you will have bumps in the road with the implementation of any product/service, but that is why you are there. To identify these and work them out quickly. Some times a cure can cause a little pain at first, but the ultimate outcome is well worth it.

Conclusion

Think of yourself as a “Sales Physician” and your clients as patients with life threatening illnesses. When you save a client thousands, or even millions in lost revenue, or bring them in the same in new revenue, this is a fantastic feeling. I imagine it is somewhat similar to the feeling a skilled physician has when he finds, diagnosis and solves a patients life threatening illness. Don’t under estimate what you do. Our profession is as noble and needed as any of the other professions, and if you do your work with passion and skill, you will be rewarded accordingly.