Sell solutions, not deliverables

Something I’ve learned since starting a business:

When selling your products or services, focus on your potential customers’ stated problems/painsand not the product or service they think they need. Decide whether you can fulfill their expectations based on whether you can address and solve whatever problem they’re facing–not whether you can deliver the specifications they claim to need.

For example, I recently had a potential client (now an actual client) show me an example of what he wanted–a particular data dashboard for a particular application, similar to the one his predecessor used. He asked if I could recreate that dashboard for him with updated data.

If I were to answer his question directly, it would have been a definite “no.” Truth is, I have no idea how to create that dashboard, nor would I attempt to–it was outdated, cumbersome, and rather unhelpful to him (though he didn’t realize it).

But of course, I didn’t say “no.” I knew what his goals were, and that I could help him get there. So I said exactly this: “I can do much better than that.”

He was impressed. I got the job. They never knew that I couldn’t do exactly what they said they wanted, but it didn’t matter–I knew I could do what they really wanted.

Successful selling is about solving problems and relieving pains. It’s about managing expectations and thinking creativelyIt’s not about doing everything your client says they want, line-by-line, because the truth is: No one can fulfill every client expectation exactly as they initially conceive them.

To be honest, this is rather basic advice. I knew all this before I started selling research. But it means so much more now that I’m in the thick of things. It’s easy to be intimidated by a client’s request when you’re not sure if you have the tools to complete it. Under-delivering is enemy #1, after all. But think long and hard before saying “no.” What is it the client really wants? What problem are they trying to solve? Do you have a solution they never would have thought of–maybe something better, even different, than what they think they need?

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