Problem Solving & Consultative Selling
What is your value to clients?
Put yourself in the position of your prospect or client and ask your self the question above. Why do people make time in their busy schedule to meet and communicate with you? Aside from your sterling personality and gift for gab, what do you do consistently that makes you worth your weight in gold? OK, enough of the precious metals puns. I have had this conversation with colleagues many times. It is an important question to ask because time is more precious than ever in business today and for you to be able to identify and create opportunities, you need to be engaged.
I hope people will comment with examples of ways that they have brought value to clients, but here are a few that I have identified in fairly broad terms. I have identified three primary ways that I deliver value to clients and prospects, that have given me a special place as a vendor and partner. These are industry intelligence, problem solving, and my professional network. In every relationship, one of these has usually emerged as more prominent, but I like to think that I apply all of these in my initial and ongoing activities.
Industry intelligence is probably the most obvious, but I’d like to break this down into a few critical areas. First, technical knowledge is where I got my start in the plastics industry 25 years ago. After being thrown to the wolves in my first sales position with little training, I leaned heavily on my technical background to identify opportunities that I could solve better than my competition. Over the years, this has morphed into a much different mode of support to clients. Today, I routinely marshal the technical resources of my own company to bring knowledge and expertise to relationships. Wisely spending those resources to become a valued partner in the development of new products, or improving systems and processes in incredibly powerful and sets you apart from competitors if done effectively. Secondly, delivering insightful data and industry intelligence has many benefits to clients. This could come in the form of helping to develop buying strategies that exploit swings in availability or pricing, rather than allowing clients to become the victims in instability. Advising clients of potential threats to the supply of materials and services that are outside of your own offerings demonstrates both your understanding and concern for the success and well being of a clients’ business. While slick salesmen try to fast talk buyers into ordering today, the sales professional that “has your back” looks more like a friend. Friends get the last look and are rewarded more often than those that make no effort to understand the key elements of a client’s business.
This brings me to problem solving. By expressing your willingness to roll up your sleeves to help solve a problem and by demonstrating your ability to contribute to the effort, you might be that extra brain that finds potential solutions in your clients brain-storming session. Inquire about problems that your contacts reveal and offer to help. Even if the problem isn’t related to what you supply to the client, There may be opportunities to share best practices that your company employs. Consider inviting non-sales personnel to meet with your client. For instance, if the client has a financial problem, consider inviting your CFO to meet with their CFO and let them speak their own special language. The time and effort to come to a client’s aid might prove invaluable in cementing a long and mutually beneficial relationship between your two companies.
Continuing the problem solving theme, I frequently tell my business contacts that over many years, I have assembled an impressive business network. While I may not have the answer myself, I probably know someone that does. Leveraging your professional network is a benefit that is tied to you personally and is universally respected. By making key introductions to others that share your desire to be helpful and build long lasting relationships, a strong, positive reflection on you is created. People have a long memory for how they come to know of companies and key individuals that solve critical problems.
The terms “Problem Solving” and “Consultative Selling” are perhaps overused and becoming cliche’. However, when these concepts lead to real action that forges new bonds in our professional lives, the labels cease to matter. The benefits that you deliver will always be valued. To do them well, requires hard work and determination. Desire alone won’t get you there. Begin to ask yourself what resources you have at your disposal that you can employ to solve problems and be of consultative value to your prospects and clients.
by David Phillips
Connect to me on LinkedIn: www.linkedin.com/in/davidlphillips
