There are times my ten-year old son will come to me with a problem. At first, he believes the problem to be x. However, after we talk for a while, it turns out that the problem is really y. Once clearly identified, we can set about a plan for resolving the issue.

This is how it is with sales. When you meet with a prospect, they may believe their issue is one thing. It is up to you to ask the right questions to make sure you – and the prospect – know what the real issue is. Then, and only then, can you determine if you have a solution.

They say people buy based on emotion; to alleviate some sort of pain. The challenge for salespeople is to find that pain. Sometimes it is very clear and other times it is hidden.

Unfortunately, many salespeople don’t understand this. They believe that EVERYONE needs or wants what they have to sell. It’s merely up to them to get the word out. They lead with their product or service – its features and benefits. They spend the sales call talking instead of asking and listening. These salespeople believe that they have to share every piece of information about their product/service to make sure that they SELL the prospect. Then they’re surprised when the prospect goes in a different direction.

It doesn’t work this way. It can’t be all about the product/service and not about the prospect.

The sales process is a treasure hunt. You are hunting for those prospects who have a problem your product/service can solve. First, you identify suspects – people/companies you think might need or want what you have to offer. Then, you try to learn as much as you can about them. When you get a chance to meet with them – ask questions. This is the point where you are trying to uncover the hidden treasure – that pain in there somewhere. The key to success at this point is listening. It’s important to really hear what the person is telling you. Listen openly with no agenda. That way you’ll hear what they are saying – not what you want them to say. Don’t listen in terms of how you can help – just listen.

Once you’ve successfully found the real pain, determine whether your product/service can alleviate it. And be honest about it! Remember these critical points –

1. You don’t want to do business with everyone
2. You may or may not have a solution to that particular problem
3. You can still be of value by pointing them in a direction where they can get their problem solved.