Sales Octane #57

Please Don't Sell Solutions

The most successful businesses train their sales force to sell.  The secret is that these businesses train their sales team to sell problems.  These businesses win because they sell the problem better than the competition. 

Now of course they sell solutions.

Here is the paradigm:  The only problem left is the one your business solves . . . . . the only solution left is the one your business sells. 

I hear you.  Please give an example.  So here you go.

Category Music Business:

Live Version of Beethoven 5^th

Problem:  You could only hear it in Person.  (What a bummer!)

Solution: Phonograph by Thomas Edison  (He invented lots of stuff.)

Phonograph

Problem:  Fidelity was not very good.  (Scratchy)

Problem:  Scarcity - not readily available.  (Sears and Robuck was only in the "big cities")

Solution:  Radio - Noise in the airwaves.  (Texas Instrument Regency)

Radio

Problem:  Someone else's play list.  (DJ's on the Airwaves)

Problem:  Commercials.  (How many ways to sell baking soda?)

Solution:  CD Player  (Sony Walkman)

CD Player:

Problem:  Too big to put in your pocket.  (They did come in different colors)

Problem:  Your fanny pack can only hold so many CD's.  (Who can up the the name "fanny pack"?)

Solution:  IPOD  (Apple) 

The IPOD is portable, inexpensive, and has a great selection of music, videos, etc..

Steve Jobs and Apple has answered the paradigm:  The only problem left if the one your business solves and the only solution is the one your business sells.

Now trace the problem in your industry.  If you need to go back a couple of centuries to see the path, go ahead.  What is the problem in your market?  What is the problem in the industry?  What is the problem in your business?  What solution can you business create, provide, innovate, and implement.

Now go sell that trouble, quandary, dilemma, predicament, difficulty or problem.

Maverick Rules!