Top Ten Sales Approaches (Sales Approach No. 8)

Sales Approach Number 8

Problem-Solution Selling

One of the major tasks of salespeople is to help buyers solve specific problems. Following are some problems that Golden Rule Sellers can help solve:

Buyer needs to purchase an economical car for commuting to a new job.

Buyer wants wholesale merchandise that will sell faster and more profitably in his store.

Buyer needs a new cell phone contract that will allow them to travel farther without roaming charges.

Buyer would like a unique gift that will be memorable to a new friend.

Buyer must have a new chronograph watch immediately — for less than $50.

Buyers want an unforgettable wedding event planned for them.

The key to problem-solution selling is clearly defining the problem. How can you, as a seller, do that? By asking relevant questions and listening to the answers. Salespeople have a tendency to talk more than listen, so it's not as easy as it sounds. As much as possible, ask a question for every one that you answer.

“Does this widget come in blue?”

“Yes, it does. Would you like to take a blue one with you today?”

How can I know what questions to ask buyers?
What tips do buyers give you as you listen to them? How do their responses relate to the features and benefits of your products? What knowledge can you share with them, in question form, to help them clarify their needs? Will careful questioning to identify the problem help them make a better buying decision? Questions work.

Remember that each person to whom you sell has a problem they want solved. You can't help them until you clearly understand the problem — and get them to agree on it. Then the solution becomes much easier. In addition, each feature and benefit of your product can be restated as a possible solution to the agreed-upon problem. Using questions to define the problem not only gathers the information you need, it also illustrates your personal interest in striving to find an acceptable solution for the buyer as you listen to what they have to say. That's the way that most people want to be sold.

Sales Approach Number 9 [...to be continued]