103. In Sales, The Product Doesn't Matter
103. In Sales, The Product Doesn't Matter
If you're selling a product, you're doing it all wrong
A guy walks into a hardware store and says he needs a 1/2” drill bit.
The sales person points him to the drill bits, the guy grabs the 1/2” one, pays the $6.90 and is on his way. The sales person is happy - it was a quick and easy sale.
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Now rewind the tape and let’s try that again.
<insert tape rewinding sound>
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A guy walks into a hardware store and says he needs a 1/2” drill bit.
The sales person realizes that the guy doesn’t really need a 1/2” drill bit, he needs a 1/2” hole. He asks the guy what problem he’s trying to solve. The guy explains that he is having an issue with the drywall and is not sure what to do. After a few more questions the sales person ends up telling the guy he doesn’t need a drill bit. He refers him to their handyman to help solve the guy’s problems - letting him know that, in the end, he’ll be paying less.
The guy walks away realizing that somebody cares about his problems and is actively working to fix them. The sales person is happy, he just created a loyal customer and generated $300 in the process.
It’s Not About The Product, Stupid
One of the most widespread mistakes that I see from companies (and individuals) is trying to sell solutions before understanding the problem.
Selling a solution without understanding the problem is like throwing darts in the dark - it’s frustrating for others and you’re probably not going to hit the target
Nine times out of ten, people don’t just use a product or service because it looks nice. They use the product or service because it solves a problem for them.
Whether it’s an operational or emotional problem, a big or small problem, a real or invented problem - none of that is important. It’s still a problem and they want a solution.
Here’s the hard fact: people don’t care about your company. They care about how you make them feel - and solving their problems makes them feel great.
Feeling Heard
Here’s the good thing: most people are aware of their problems and they are eager to let you know about them. They want you to empathize with them, and all it takes is a little honest curiosity.
Asking direct questions to figure out the problems, and then repeating those problems back to them goes a really long way.
This isn’t just about sales either, it’s about general human interaction.
I was talking with a friend the other day who was complaining about a service provider for his company. I asked a little bit about the issues and, surprisingly, the issues didn’t seem to me as flagrant as the reaction I was hearing. I delved a little further only to discover that the problem wasn’t even related to the issues. Instead, he just wanted the provider to acknowledge a small error that had occurred a month previously. He simply just wanted to be heard.
Listening is an important element in any interpersonal communication, whether it’s personal or professional. Unfortunately, most people don’t listen with the goal of understanding, they listen with the intent to reply.
Oftentimes, understanding means not just listening to the words people are saying, but trying to figure out the words they really mean.
Quote
“Never let the fear of striking out keep you from playing the game."
- Babe Ruth
Tidbits
The Final Ad Frontier. I kid you not, Elon Musk is starting billboard advertising in space. I think he just jumped the shark. (read more)
Setting the Mood. Ikea is known for furniture and meatballs. They recently decided to put out meatball scented candles. I wonder if you have to assemble them yourself. (check it out)
The Biggest Mac. A guy has eaten over 30,000 McDonald’s Big Macs. Plus he’s got the best mullet ever. You just can’t make this stuff up. (watch it here)
The Worst Books Ever. I love to read books. Just not these…
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