Before you ever introduce your product or even start the sales process, you must thoroughly understand a prospect’s current state. This discovery process is more important than any other stage in selling. The best in-person and virtual sales training programs will teach salespeople the importance of discovering problems and the root causes of these problems. Why? Because without a problem no one buys. A problem must exist for a customer to buy your product or service. Here are a few steps to help you discover the truth in your buyer’s current state and become a more successful salesperson.
Dig Deep Into Their Problems With a Line of Discovery
This step starts before you’ve even contacted a prospect. If you’re talking to a potential buyer and they have to explain their business and all the potential pitfalls they face, you’ve already lost the sale. Why? Because you don’t correctly understand the types of problems your target buyers struggle with or how your product can help. It also shows a lack of credibility on your part too, which is another problem in its own right.
For example, say you’re pitching to a printing company. You should know how the printers operate, what key problems they face as a printer, the impact those problems can have on the organization, and the root causes of the problems. Only then can you better understand how your product or service might help them. You need to know what prevents them from achieving their business goals.
Now that you understand their business, you can start asking questions. Keep asking questions about the physical state of their business and the problems they face. If you keep digging and asking specific, pointed questions, you’ll soon discover all the problems in their current state, better positioning you to fix those problems.
Understand the Impact of the Problem
Now that you’ve diagnosed the buyer’s problems, you need to figure out its impact on their business. The impact might not always be the most obvious, surface-level issue either. For example, let’s say you’re shopping for new running shoes. The shoe salesman doesn’t just ask you what the problem with your old shoes was because your initial response might be that they were worn down. A good salesperson knows there’s more to it than that. A good salesperson digs deeper. They ask if your feet hurt more now. They ask if you can’t run as far, or if your joints hurt more, or if you suffered from more blisters. These are the impacts that go well beyond your initial problem of replacing worn out shoes.
Now that the shoe salesman knows the impact caused by the problem, they can sell you specific improvements that will make your life noticeably better. Instead of saying, “Here are more comfortable shoes,” they can say, “These shoes will improve the pain on your joints and give you the support you need to run long distances.”
In the same vein, B2B sales training shouldn’t focus on pitching a product and its laundry list of features. It should teach salespeople to understand how problems impact a customer and how to sell to improve those problems. The more specific you can be, the clearer the picture you can paint for the buyer, showing them a glimpse of their ideal future state.
You’ve Reached the Root Cause, Time for Change
Once you understand your buyer’s problems, you can get to the root cause of their current state. The root cause is what’s causing the problem you are trying to solve. It is the reason the problem exists in the first place. If they want the problem to go away, they need to solve the root cause. That is ultimately why you are here—to solve that root cause. Once they’ve opened their eyes, budget and other objections fall by the wayside. You’ve uncovered a big gap between where they are (their current state) and where they want to go (the future state), and now the only thing standing in the way is their signature on the dotted line.
About A Sales Growth Company
The world of sales has changed, and salespeople stuck in the previous century are struggling to adapt. While many conventional sales training programs were developed in the ’50 and ‘60s, A Sales Growth Company has jumped out ahead of the game and offers a sales training program unlike any other. Based on their revolutionary Gap Selling method, training from A Sales Growth Company will get to the root of your sales problems. From objection handling in sales to ditching the product-centric selling, they challenge outdated sales methodologies with unprecedented efficiency and success. Whether your team isn’t converting, your average sale price is too low, or your sales cycle is too long, you need A Sale Growth Company’s help. It’s time to break out of the same old routines and partner with A Sales Growth Company to build a winning sales culture.
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