No Problem? No Sale!

What a problem is and is not + why most salespeople can't figure this out

“A problem is not a problem in the absence of a goal”

Without a goal, a problem isn’t really a problem.

Let’s say your car died and now you can’t drive anywhere.

That’s a problem right?

Not so fast.

What if you’re working from home and everything you need is within walking distance of your apartment?

In that case, your car dying is not preventing you from accomplishing a goal, so you hold off on fixing it.

Actually, your car dying presents a new opportunity:

Save time & money on commuting and walk more.

But then all of a sudden your employers’ work from home policy changes and they demand everyone return to the office immediately.

What do you do then?

You get off your ass and fix your car because if you don’t you will get fired.

The car dying has now become a problem because it is preventing you from accomplishing a goal, which is to make money, so you decide to fix the car.

In one context, the car dying isn’t really a problem.

In another context, it is.

It all starts with the Goal

Goals represent where the prospect wants to go / be.

“Goals” can also be referred to as:

• KPI’s & Metrics

• Opportunities

• Desired Outcomes

• Expectations

• Future State

In every one of your conversations, you must first establish where the prospect wants to go / be as a result of using your solution. Once you know where they want to go, you can then work backward to what, if anything at all, is preventing them from getting there.

Without a goal, the prospect will most likely stick with the status quo because the pain of changing doesn’t outweigh the pain of staying the same.

Goals raise the Stakes

Goals are also important because they give value to today.

With a goal is present, each day the prospect isn’t working towards that goal is a wasted day.

This is what makes people feel urgency.

Stay Focused

Prospect: We want to increase revenue

🐲: Makes sense. Can you define that for me?

Prospect: Revenue has been down the last quarter so yeah we are exploring new ways to generate more new business.

🐲: Sorry my fault. What I really meant is when you say “increase revenue” how much does it need to increase by in order for you to feel it was a successful partnership?

Prospect: at least 20%

🐲: 20%?

Prospect: Yeah

🐲: *pause to let them continue*

Prospect: *continues explaining*

Why most salespeople don’t get it

Beliefs

On a recent consult a client asked me:

“SalesGuy, I feel I am so close to getting this stuff. I understand the techniques & tactics but something is just not clicking for me”

I paused the call we were reviewing and told him this:

“What underpins your entire communication with your prospect is you are being a rescuer”

Client: A rescuer?

I then introduced him to the Drama Triangle by Stephen Karpman which is a model for how people play “power” games with each other and create dysfunction & drama in social interactions:

In a sales context, being a rescuer means you are trying to intervene on behalf of the prospect and “save them”

The prospect asks you a question like “Do you guys handle the advertising for us?” and then you launch into “Rescue” mode:

🤡: No, but don’t worry. We provide instructional support and basically hold your hand throughout the entire process. It’s a straight forward process we’d basically do xyz and bla bla.

and what often happens is the prospect then moves to “Persecutor”

Prospect: *skeptical and unconvinced*

NGMI.

Instead of being a Rescuer you need to get out of the Drama Triangle and enter the Winners Triangle:

We want to be Nurturingly Assertive:

🐲: How comfortable are you with following step by step instructions to running the ads?

Prospect: Not that comfortable to be honest. I’ve never done it before.

🐲: I understand. I’m going to ask you a question that might come off very blunt but I mean it in a positive way.. *friendly smile*

Prospect: *silence*

🐲: I want to make sure you’re successful with us. So do you think you’re capable of following step by step instructions we outline for you to run the ads?

Prospect: yeah I think I can do that. But would you guys be available to answer any questions I’ll have

🐲: Yes we will.

Prospect: Ok then yeah I can handle it

Behaviors → Beliefs

People will always behave in ways that are congruent with their Beliefs.

Behaviors & Beliefs have a symbiotic relationship.. feeding & reinforcing each other.

You first need to gain the knowledge, and then ruthlessly execute on this knowledge, and over time your Beliefs will change.

You will move from “Rescuing” to “Enabling” prospects to help themselves.

Very important distinction but one that will serve you well.

---