It may sound obvious, but it’s a fundamental truth in sales: a prospect won’t buy unless they have a problem the purchase solves. It’s actually a very liberating truth in sales, because it eliminates the idea that selling is about convincing someone to do something they don’t want to do, which is akin to forcing a child to take medicine-- not a pleasant experience.
There are basically three states that a potential buyer may be experiencing, and only two of them will make them receptive to your solution.
1) Pain-if a prospect is experiencing a negative situation and your solution will help them get out of pain, they will be receptive.
2) Growth-if an organization is experiencing growth or wants to grow and your solution is perceived as being able to drive that growth or manage it more effectively, they will be receptive.
3) Even-keel-if a prospect is even-keel, and they perceive no positive or negative change as a result of taking action, they will not be receptive to your solution. Complacent prospects though may cycle into a state of pain so it’s smart to maintain a relationship.
The good news is, if you’re frequently in touch with potential buyers and maintain a relationship based on trust, mutual respect and demonstrated expertise, chances are at some point that prospect will have a need and you’ll have an opportunity to present your solution.
Do you find that these three categories of buyers ring true in your business or industry?