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Jun
21 2011

How to Sell What They Don’t Know They Need.

Syndicated from: The Essential Message

How to Sell What They Don’t Know They Need. The Problem With Passion, Part 2 OK, so you followed the suggestions in my last post (The Problem with Passion) and you think you lasered into the true problem you are driven to solve. How do you help people recognize they have that problem? Even more to the point, how you get them to pay you to help get it solved? First, understand this: people won’t spend a penny to solve a problem they don’t know they have. It’s the service provider’s recurring nightmare; they don’t know what they don’t know. (Be sympathetic; you have blind spots too!) That’s why every home page, every direct mail letter or email, and every sales conversation must begin by answering the potential client’s question, ‘How do I know I have the problem you solve?’ The root cause of their problems — the true problem you are driven to solve — may be so far removed from their sphere of awareness that your prospect may not see its relevance to their situation. Or, the root cause may be so sensitive or personal, you may not yet have earned the person’s trust or confidence to talk about it. So what do you do? The answer, once again, lies in the Dr. Credibility exercise. As I described in The Problem with Passion, Dr. Credibility’s diagnostic approach helps you brainstorm and map out the relationships between the symptoms and causes of the problems your clients are experiencing. Your prospects may not see the relevance of the root problem, but they must be painfully aware of some of its resulting consequences and symptoms. Your job is to find out which of those symptoms are causing the biggest headache by 1.) asking relevant questions, and then 2.) educating your potential clients on the underlying causes, connecting one dot at a time until you reach the core problem. Here’s a simple example. I am collaborating with Roz Usheroff and Simon Heath on a two-day workshop called ‘The Remarkable Leader‘. Both Roz and Simon count some of the largest corporations as their clients. We were talking about the importance of executive presence for effective leadership. Clearly, you need to have a strong presence to be effective, but how would you know if you don’t have it? Using the Dr. Credibility approach, Simon came up with this straight-forward question: ‘Have you ever made a suggestion to a group of people, perhaps at a meeting, but no one seemed to hear it… only to have someone else say the exact same thing a few minutes later and everyone enthusiastically endorses it?’ Bingo. And that’s why the Dr. Credibility approach is not only an effective way of selling, it’s also a genuinely helpful way of providing value. Essentially yours, Michel Neray Chief Differentiation Officer The Essential Message P.S. If you want to take a look at the Dr. Credibility workbook, click here. For more information about the ‘Remarkable Leader’ program, click here.  

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