Art of Sales: Go Beyond The Surface Level

"So, what do you sell?”

In the initial stages of working with new clients, I often pose this fundamental question. Typically, their response centers around the product or service name, the type of offering, or the delivery process.

However, the essence of what they are truly selling goes beyond these surface-level details.

Instead, what the potential customer is investing in is the ultimate outcome or result derived from the product or service—a future they aspire to attain.

Consider how advertisers skillfully craft a visual narrative to depict this desired future state when reaching out to potential customers:

• Shed 20 pounds in just two weeks.

• Rejuvenate your appearance within 30 days.

• Halve your existing debt.

• Discover your ideal relationship.

• Attain your dream job today.

• Achieve a thriving practice in less than three months.

Yet, merely portraying the benefits of the product or service might not be sufficient to prompt a change.

Often, the current product or service is deemed "good enough," and the prospect harbors a natural reluctance towards change.

For a sale to materialize, a crucial prerequisite is the presence of ample discomfort or dissatisfaction in the prospect's current situation, compelling them to actively seek a transformative alternative.

It becomes imperative to delve into the specifics of their current pain points and the potential costs incurred if a change is not initiated. Only through this understanding can one effectively present a compelling vision of transitioning from their current "painful" state to the envisioned desirable future.

Engage in thoughtful questioning, such as:

• What repercussions might they face if they maintain the status quo?

• Are there monetary, temporal, stress-related, productivity, or health-related costs associated with maintaining the current situation?

This investigative process sets the stage for tailoring the sales pitch to identify pain points and aligns the solution with their specific needs.

Consider this analogy: if you're in good health, the inclination to visit a doctor is minimal. Similarly, if you find satisfaction in your current job, the proactive pursuit of new employment opportunities is unlikely. Contrastingly, when faced with health issues or job dissatisfaction, the associated pain becomes the driving force, propelling individuals towards seeking a solution.

An illustrative anecdote recounts an army officer's success in enrolling new recruits in government benefits, specifically GI insurance. The officer strategically emphasized the consequences of not having insurance during battle, compelling recruits to recognize the disparity in the payout provided to beneficiaries.

In essence, for a prospect to commit to a purchase, the perceived cost of maintaining the status quo must outweigh the perceived cost of instigating change.

In conclusion, the art of selling extends beyond showcasing benefits; it involves understanding, addressing, and alleviating the prospect's current pain points, thereby creating a compelling narrative that guides them from their existing discomfort to the desired future state.

If you're eager for additional insights on effective sales methodology and techniques, explore our diverse range of MEDDIC sales training resources.