Starting the sale

There's a fundamental issue with sales methodology that is often exercised throughout organizations - especially software. The common misconception is that a customer has a problem for which you can provide a solution. This represents a philosophy where people are constantly facing problems and nothing is working well. What a doom-and-gloom way of looking at the world!

In fact, there are a couple of things we need to address, aside from assuming everyone has problems, pains and obstacles in their organization.

There are in fact 5 distinct ways to sell that are effective, not just problem/solution-focused.

1. Something is broken, Can you fix it. (problem)
2. Nothing is broken, but we know it can be better. (goal)
3. My boss told me we should improve this. (need)
4. I just failed an audit. (disaster)
5. I perceive your software to improve something (perception)

Once we identify their motivation and ways in which we can provide a path towards their objective - we can understand the sales process we need to use.

Solution to a goal doesn't translate well. My goals can include things which your solutions do not speak towards. My goals are improving something which I do not identify as a problem, but an inefficiency.

My needs are something I, personally, do not care about. My needs are someone elses in fact.

My disaster needs an immediate fix. I don't have time for your solution-sales process. Help me now.

My perception prior to understanding your tools is that I had the best way. I perceive my process to work well now, but now I see the virtues of your software and believe it is a valuable improvement.

Happy selling.

James Dobbs