Making the Case / Presenting the Solution - Ch 8 of How You Make the Sale at Catch a Gideon

February 7th, 2007 by digerati

This is Chapter 8 of the How You Make the Sale series at Catch a Gideon. This chapter is about presenting your product as a solution to the customers problem.

The objective is to address the customers problem and make a case that your solution is the best solution for the customer.

There are 4 types of customers. We need to know which type we are dealing with.

The first type of customer has a problem and knows he has a problem. These customers often are aware of part of their problem but not all of it. They are the easiest to deal with and have easier problems to solve.

The second type of customer has no problem and knows he has no problem. This person rarely calls you but if you are patient you can build a relationship with this customer so that when he becomes type 1 he will come to you to solve his problem. These customers often know the markets and know what is available. If they have an existing supplier, eventually that supplier will screw up and you can move in.

The third type of customer has a problem but is not aware they have a problem. You need to educate these customers to make them aware of their problem. You want to sell the idea that they can do better, make more money, save time, etc. with your product. When the customer becomes aware of their problem they become a type 1.

The fourth type of customer has no problem but is not aware of the problem. These include worriers (people who think they have a problem but do not) and clueless (those who do not think they have a problem but don’t really know). You need to give the customers data and move them from type 4 to type 1. Create doubt in their minds of whether they have a problem. Also show how your product solves a problem they may have.

You can only sell to a customer who is type 1: they have a problem and know they have a problem. The rest of making the case is moving the customer to type 1.

There are 6 steps to making the sale:

Restate the problem, get the customer to agree. Bonus points if you can restate using the customers onw language. Ask for clarifications and additions.
Deal with each problem you identify. Make the case that your product offers the best solution to each problem. Backup with data or features.
Bridge from the features to benefits.
Repeat anything the customer is saying about your solution. Deal with any concerns they may have.
Tie down questions. Tie up loose ends in each step of the sale befor moving to the next part.
Use a trial close to gauge the customers reception of your solution. Trial closes will bring out any objections. An objection is like a new problem, so go back to step one.

If you resolve one problem before going on to the next then the customer is less likely to return to that problem later in the process.

The book also walks you through the concept of trial closes to flush out more objections. It also covers how to talk about price with your customer.

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How You Make the Sale is an excellent book about improving sales by mastering the sales process.