Solution Selling Book Notes by Michael Bosworth
Don’t assume sellers desires/needs. Don’t defend or waste time discussing features in which the buy is not interested. Tailor sales to focus on the advantages that fulfill a need the buyer explicitly expresses.
The key is selling is not what you know, but what your buyer sees.
Three levels of need: Latent > Pain/Active Need > Vision a solution
The difference between latent need and pain is hope.
Most peoples mind can hold and focus about seven subjects or ideas at one time. This is the number of issues, concerns, “balls in the air”, or needs most individual human beings can manage simultaneously. So we must focus on energies to occupy the foreground brain of our buyers with an issue that our product or service addresses.
Take the time to diagnose a solution, even through you think you already know what the buyer needs. This is key in gaining buyer loyalty when creating, participating, or reengineering the buyer’s vision of a solution.
Because businesses and their sellers often have superior product and capability knowledge, they see the buyer’s situation and start prescribing solutions. These sellers suffer from seller impatience (premature elaboration).
Often, a seller sees a problem and the solution; the buyer does not. Don’t be Continue reading