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7/9/08: When "the Problem" Is Not the Problem |
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When the Problem Is Not the Problem
“The problem is not the problem, it is another problem.” ~ Dan Burris, business strategist and technology expert
Has a customer, a colleague, or associate come to you with a problem, concern or objection lately? And did you rack your brain trying to come up with the perfect solution or response only to get nowhere? Well Dan Burris knows why you can’t solve the problem. It’s because you are solving the wrong one! And why might you be solving the wrong one? Because you are focusing too much on the words used to describe the problem and not enough time on the meaning behind the words.
Let me explain. Let’s say you are the owner of a new small business with a great product. You do a presentation to a key prospect on your solution and are feeling pretty darn good about your chances to close the sale. Your prospect then stops you in your tracks by saying, “You know, I have a problem. I have never heard of your company before and that concerns me a bit.” At this point, the average, non-problem solver businessperson launches into a response often loaded with meaningless corporate information that doesn’t address the REAL problem. As a result, he or she often gives the wrong information, solves the wrong problem and wastes the other party’s time. You, on the other hand, are a SHARPE problem solver. And to be SHARPE, you know you must do the following:
Stop. When you are presented a problem, concern or objection, stop everything you are doing and don’t interrupt.
Hear. Listen intently and don’t think about what you are going to say next. If your ears shut down too early, you may miss the clues behind the words.
Ask. This is the tool to uncovering the real problem. Keep in mind that you may have to keep asking until you get four or five layers deep. The REAL problem is often revealed only after you ask the person to provide more detail about what is really of concern.
Respond. What will you say when you finally get to the real problem through your detailed questioning? Be prepared by verbally practicing common responses to common problems. The way you respond will tell your prospect a lot about your ability to overcome the real problem.
Pack It. How do you know you solved the real problem or answered the real objection? By packing it with agreement with a question like, “So does that answer your concerns? Great.” Too many people assume their response was acceptable, when it didn’t solve the problem.
Exit. Get away from the problem as quickly as you can with a transition like, “Oh, and I was wondering,” or “By the way.” And remember; DON’T EVER say, “Do you have any other concerns or problems?” Your prospect may often feel the need to come up with another problem, whether one exists or not.
So, are you wondering about that prospect who had concerns that he had never heard of your new company? Well, don’t worry. Because you are SHARPE, you realized that he really wasn’t concerned about the “newness” of your company. He just wanted to know you had the staff to properly service his account. And by isolating his real concern, you were able to solve the real one with a response about your company’s five-star service. So keep solving the real problems by using the steps discussed above. And don’t be surprised when your company sales go SHARPE-ly up!
Brian Sullivan, CSP, is author of the book, 20 Days to the Top- How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less. To learn more about overcoming problems and low sales in a tough economy, check out Brian’s book at www.preciseselling.com.
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