I often hear people tell me that they are not in sales. Or, that sales are not their thing. I used to say the same thing. I’m not a salesperson and don’t want to sell things. It didn’t take me long to realize I was wrong: I am in sales. We all are. Throughout the day, we all participate in sales without selling.
I started my career working in non-profit agencies. I spent time creating programs and services for adolescents and their families. At first, no one showed up, even though my program offerings were awesome. I had to convince families to come to my programs. Eventually, they did. My sales technique worked.
Even today, I spend time trying to “sell” my wife on which restaurant to go to for date night or “sell” my kids on what movie to watch for family movie night.
Which is what makes this topic so important. In the previous article, I shared about the need to understand what the issue truly is for those you are trying to turn into clients. Understanding the issue is just the first step.
It takes a little more work to help them understand the impact of that issue.
Impact is the second “I” in the IISB framework.
You meet with a potential client, and they tell you they don’t have time to take care of the backyard or clean the house. But they have to do it anyways. That’s the issue: lack of time.
But what is the impact of that issue?
In this case, cleaning the house or taking care of the yard means they may have less time to spend with their kids, cook a healthy homemade meal, or go on a date night with their spouse.
This is where I, as the salesperson, begin to help them understand the Impact.
Having to clean the yard means their relationship with their kids is not as good as it could be, or they are not as healthy because they eat more fast food, or their marriage is on the rocks.
The issue is lack of time. The impact is much more serious.
When they name the true impact on their life, the whole conversation starts to shift.
This is where we have to guide potential clients. Before you offer your solution or product, they need to articulate their issue and the impact of that issue. Then and only then will they be receptive to a solution you have in mind for them.
Ok, your patience has paid off. You’ve listened to them, and you understand the pain they are in.
Now it’s time to get to what you are most excited about; your Solution! And that’s what we’ll delve into in Part 3 of this series of blog articles.