Success Tips Newsletter

In this issue: The magic of an opportunity gap

by Eric Albertson

Word count: 717

Time to read: 3 minutes

Beyond the solution

Solution Selling is and was a wildly popular book. I loved it. I had hundreds of people who worked for me trained in it. It helped sell hundreds of millions in products and services. Despite all that, it doesn’t hold a candle to the power of the phrase “what does that make possible”.

The man behind the Curtin

When someone brings you a “solution to a problem”, consider using the magic phrase “what does that make possible”. What you will get is the real driver behind the desire for the “solution”, product or service.

Instant differentiation

First, be aware that it is highly unlikely that any competitor will ever ask this question. By asking it you will immediately be set apart from all of your competitors.

Hallowed ground

When you do ask it, be prepared to listen and listen well. You have just been given a peek into what is really driving this prospect to act.

Are you ready to serve?

I have heard that the origin of the word sales essentially means “to serve”. When someone tells you what getting a “solution” makes possible in their life, you have a decision to make; can you really serve this person? Can you deliver what is needed in whole or in part to move them toward what they want to make possible in their life?

If you can serve, do it. If you can’t, walk away and live to play another day.

The surprising answer

Consider this story: I was meeting with Ross about helping his company penetrate a market niche for his software company. I asked him what penetrating that niche would make possible. Ross laid out the impact he saw and the returns he anticipated his company enjoying for the next 10 years.

Not what I would have guessed

I hadn’t seen this possibility until Ross answered my question. I had been thinking of giving Ross a similar but substantially different solution. What I was going to propose would have been all wrong.

Fast close once I understood

Given this new insight I proceeded to ask Ross some additional question and we signed the agreement to work together later that week.

The win went way beyond the initial sale

I gave Ross what he wanted and he is still a client today. I suspect he will be a client for many years into the future.

Understanding is often the key factor

Recently I asked him why he chose to do business with me and why he was so loyal. After all, he has had options and alternatives to what I provided him. Ross told me that there were lots of alternatives for what I provided with one exception. The main thing I provided was “understanding” of his situation through the questions I asked and a willingness to listen.

Get your copy of “Closing More Sales by Asking Better Questions” and begin to differentiate yourself no matter what you sell. There is no risk; it either works for you or we insist upon refunding 100% of your investment to buy the book.

Clarity

Ross told me that when I asked “what does that make possible” that it was the first time anyone had ever asked him that. It took him a couple minutes before he could choke out an answer. When he gave me the answer, he also gave himself the answer; he hadn’t really had clarity until I asked the question.

Realize the vision

Ross knew he could quit worrying about what I was selling because he now knew that I was working on helping him realize his vision instead of just selling him a product.

Sell or walk?

Clients usually know if your purpose and intent is to sell them something or to serve them. Most clients are best served when you ask the right questions and truly listen to the answers… and then do something that makes sense. Sometimes this means sell and other times it means walk away.

How can we get started – magic words?

Ask the right questions, listen to the answers and I suspect you will begin to hear things like “how can we get started” on a more frequent basis. I almost never have to close since I learned the magic of “what does that make possible”.

Do you want to hear “how can we get started more often”? Don’t delay, get your copy of “Closing More Sales by Asking Better Questions” and begin to differentiate yourself no matter what you sell. There is no risk; it either works for you or we insist upon refunding 100% of your investment to buy the book.

 All the best,

 Eric

eric@succeedinginbusiness.com

(503) 635-2319

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