How comfortable are you asking stupid questions? Are you willing to have someone look at you with eyes that say, “Seriously?”
If not, you will never make solutions-based sales. You’ll never conquer Idiot Mountain.
I received a referral years ago for a contact way up the food chain at AT&T. This was back in the days when digital printing was a new concept. When I finally connected with this woman, I began asking her questions about how they managed their printed matter.
It was clear to me from the beginning she was only on the phone with me because she was told to be by someone above her. Her tone set all. Each one of my questions was answered with an increasing level of annoyance. But because I knew I was onto something, I continued, drilling down deeper into a process she did not feel needed examining. More than once at our 45 minute phone call she would ask something like, “Why is this relevant?” Or “I really don’t have time for this.” Each time, I would assure her some good would result.
One of my favorite ways to take a deeper look at a problem is to ask similar questions different ways. To the receiver, it seems redundant. However, to me, I am interrogating witness and waiting for her story to somehow reveal an opportunity.
The conversation turned into a boxing match as we danced around the ring. I can still remember the conversation. I can still remember the condescending tone.
I can still remember the moment when she answered a similar question differently and we both realized that the exact same time that a better solution was possible by changing the print and distribution model.
If you are the type who doesn’t like to ask for directions, you are going to struggle with the steps it takes to make the solutions-based sale. Only by accepting the fact that learning the story behind the printed piece could be met with a lot of negative reactions and being willing to accept the inherent stupidity that comes with it can you get to the top of Idiot Mountain with a purchase order in your hand.
Make sense? Want more? This is the kind of information you’ll find inside The Sales Vault. Sign up for the Sales Vault now, or contact Bill Farquharson at 781-934-7036 to learn how you can be our guest at an upcoming workshop.
