As a subject matter expert, you are largely responsible for doing your own sales.
Did you know, there are a couple of questions that can massively boost your sales success?
I’ll tell you in a moment.
But first, let’s consider the difference between a desired outcome, a challenge, and a solution.
Let me clarify with a personal example. After all, I’m also in the business of selling services – just like you.
As a marketing & business development adviser, I help professional service firms achieve sustainable growth (the desired outcome) by developing and executing go-to-market strategies (one of my solutions) that enable them to successfully bring their services to market (their challenge).
If I’m in a sales meeting with a prospect, it’s very easy for me to completely lose myself in the nitty gritty of my solution. And I do… As I’m super excited about the service I’ve developed.
My prospective client on the other hand, couldn’t care less…
They’re not thinking about my service. They’re chasing a desired outcome. Unfortunately for them, a challenge got in the way. And now, they’re forced to find a solution that will help them overcome this challenge.
So, how do I get the prospect to pick my solution?
First, I need to better understand their current situation. So, I should start by asking something like: “I’m curious, how do you currently bring your services to market?”
Instead of bringing up the desired outcome (too broad) or the solution (too narrow), I start with the challenge.
Once my prospect and I are discussing their challenge, I can ask about a current solution.
If they have one, I can ask what they like and don’t like about it.
The likes I can minimize – “Sure, but that’s pretty standard these day.” The dislikes I can amplify – “Wow! You’re losing quite a bit of time and money there.”
And finally there’s the one question to wrap it all up: “What if you could design the solution yourself? What would it look like?”
When the prospective client talks about the way they would tackle the challenge in front of them, you can sell your services into their needs. Making your services feel like the best fit.
Hope this helps!
Thank you for reading Nudge #036, sent to busy subject matter experts on November 12, 2024.
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