“I don’t have a concussion problem. I have a problem with people giving me traumatic blows to the head.”
– Dean McAmmond (b. 1973), National Hockey League player from 1992 – 2010
Virtually no one we call on has a widget problem. The key is to find out what problem they do have, and figure out if our widget can fix it.
Here’s the deal. You can learn all the features of your product or service and you can connect them to benefits all you want. But, if you haven’t dug deep enough to find out where the pain is and what’s causing it you’ll be like the street musician in a deserted town. You’ll sound great, but no one will be around to drop a quarter in your guitar case.
Professional selling is about changing the conversation (what a great theme for next week’s Diff!) — and unless we understand change, how can we expect to change the conversation.
Dean McAmmond knew the real problem. How can we help more clients identify what’s causing the traumatic blows to their head?
We’ll take a first pass at that one tomorrow, when we dig into “change,” before spending next week changing the conversation.
#dailydifference #differencemaking #leadership #sales #salestraining
Leave a Reply