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When you ask him “What keeps you up at night” his answer throws immense light on his core problems and provide the reason on why he would buy your services. A through professional sales training helps you give the buyer solutions and help him get his sleep back.

So is unveiling the problem and pain areas the ultimate solution?

Not really.

I believe that problem and pain are the half empty part of the glass, the negative part. By focussing on the negative you leave a ladle full of opportunities on the table and ignorantly steer away from developing a deeper client-seller relationship. A professional sales training helps you build a stronger client-seller relationship and tap the overlooked potential.

Mind the two mindsets of your potential buyer:

A problem solving buyer is bothered by less profits, inefficient workforce etc and seeks solutions.

While a future buyer wants to grow and broaden his present horizon. His sleepless nights stem from his passion to improve and innovate.

How? Consider the following example

As a partner at an accounting and business-advisory firm, you have a meeting with a medium-sized business owner. Reason: he is unhappy with his current CPA firm.

His answers reveal that his current firm is inefficient and this thought sends shivers down his spine. You sense an opportunity and realise that your firm’s exceptional client servicing can provide him the awaited respite. You ask him, What keeps you up at night? His answer helps you calculate how well you can solve his purpose and follow it up by telling him of the probable problem solving steps.

Victory sweet! Or is it?

You accept his invitation for lunch with him and his lawyer. Expecting no new breakthroughs, you are surprised by the new revelations made when his lawyer asks what are known as situational & contextual questions, “So what’s going on at your company lately?” “What do you want to get done in the next year or so? What are your stretch goals for the businesses? You notice the client opening up, talking about his company’s major initiatives and the ones ready for a take off. You are struck by the force of opportunities that these answers contain. Opportunities that you almost missed. You can learn to avoid these missed opportunities by enrolling in a professional sales training programme.

If the opportunities were always there, how did you not see them?

Well, what the client revealed to you were his problems while to the lawyer he revealed his aspirations. While you centred on the client’s negatives the lawyer zeroed down on his positives, and uncovered a new set of needs you overlooked. Through professional sales training you learn to bridge the thin line of difference between the negative and the positive.

A professional sales training teaches you that one can never provide a great solution by solely focussing on the negatives; instead you need to have an amalgam of the positive and the negative to deliver a flawless answer and strengthen your relationship with your client!

Tim Williams founded Deakon in 2004 to provide Sales Training and Sales Training Courses in Melbourne, Sydney and Brisbane. His Sales Course, Fear - The Art of Selling differs to other Sales Courses as it focuses on hunting, developing and closing new business.