How To Pinpoint (And Solve) Your Prospects’ Problems
The days of selling products and services with demonstrations and feature-rich presentations are over.
With most of your product information at their fingertips, the only way to actually reach prospects is by building relationships with them and helping to solve their problems. To do this most effectively, remember that success comes from relationships, which can take time to develop.
There is no magic bullet to eliminate the process of establishing a relationship, but there are ways to establish your value more quickly. Invest in your prospects and they will return the favor and at least engage and provide feedback. Prospects that don’t do that you might not want as a customer anyway. So see if you can solve these problems before they even know what their issues are. We believe the key to this effort is being able to clearly communicate with the prospects about their wants and needs.
But how do you pull off this communication magic? It’s a two-step process. First, identify their pain points, and then second, create personalized sales assets that speak to these specific pains. Identifying the pain points of your prospect is all about listening more and talking less.
An article on Inc.com discusses what it calls the “tell and sell” approach, which is essentially giving a presentation to a client without learning much from them about their pains.
“They walk into customer meetings with pre-canned sales decks and proudly squawk through 30 of their favorite slides without engaging the customer in a discussion,” the expert in the article says. “I call them crocodile salespeople, because they have small ears and big mouths.” The best sales meetings are discussions with lots of open-ended questions and several examples of clients who have already purchased your products. “Your job is to tease out as many discrete pain points that are near enough to your solution set as possible,” he says. “Then, you can begin talking about what it is that you do.”
With this in mind, it’s important to remember that if your prospect has yet to enter the buying process, don’t waste your time attempting to force them into it. For these people, it’s more appropriate to place them in a nurture campaign and revisit their status in three months. But don’t forget to come back to them! This kind of reminder is something that technology can support. Systems are able to nurture prospects by automatically placing their address on your newsletter list. Keep your name in front of them, but don’t smother them with attention.
After you’ve discovered their pain points and problems, the second step to improving communication with your prospects is to teach them and help solve their issues. This is best done by delivering content, or sales assets, that address their needs.
The Sales Benchmark Index shared an article about creating content specifically tailored for buyers. Producing a steady stream of sales assets, the article explains, is no simple task. It means taking what you’ve learned about your buyer’s pain points and delivering it to them with the perfect timing, in the perfect way and in the perfect context.
“If content was king last year, context will be queen this year,” the article notes. “It is important to understand the contextual situation of your buyers.” Sales Benchmark Index suggests focusing on the events that create pain for your buyers, their longer-term goals, specific market-related challenges and, of course, business issues that your solution can solve.
The Tellwise Nutshell (TTN): Unless your potential buyers have problems they need to solve, they don’t need to buy any products to solve those problems. Get to know your prospects by helping them see their pain points and delivering them videos, white papers, blogs and presentation decks. We can’t stress this enough: Personalize your content whenever possible. If possible, target the sales asset down to the individual buyer.