The Commercial Shift | Issue Two

Solution sales are uncovered, not created

Last week was about the shift from being useful to being valuable. This week is about the attribute that sits underneath every high-value sale, curiosity.

The Shift

From selling →  to being curious

There is a popular idea in sales that your job is to create the problem. I don't agree, that’s out dated sales training to me.

Your customer already has problems, many in areas you know nothing about and they know about every one of them and they know they need solutions.

What they need from you is the space to talk about them.

That is why high value, multi-year, solution sales are uncovered, not created. They are found through great questions and genuine listening. Not nodding while you plan your next question, but listening because you actually want to know, because you are genuinely curious.

The feeling you want your customer to have is relief, they have found someone who has genuinely heard them and has a demonstrable track record of being able to fix problems like theirs, not an empty promise you now have to go and build.

The Gap 

Notice how you listen.

In your next customer conversation, notice where your attention goes while they are talking. Are you listening to understand, or waiting for your turn?

Don't worry about your body language or trying to look interested. If you are genuinely curious, it shows naturally. If you are not, no technique will hide it!

The Question 

How much commercial opportunity are you missing because you're listening for what you can sell, rather than what your customer is trying to tell you?

The Action 

Ask, then ask again

Pick one customer conversation this week. Before you mention anything you offer, ask:- 

“What is the greatest challenge you are facing at the moment”

“What challenge keeps coming up around the board table time and time again”

When they answer, resist the urge to respond with a solution. Ask one more question instead..

"Tell me more about that." Then listen.

Then ask this very simple question…this is where you unlock their real challenges.

“What else”

Afterwards, write down what you learned and one example of work you have already done that solves it. That is what you bring to the next conversation.

Until next week, stay curious. 

James

The Commercial Shift™ is a three-minute weekly read designed to make you think differently about your customers, your relationships and where the opportunities for growth really are.

Find what's missing. Unlock possibility.