Here is a different link for a post – a good audio segment on SalesRepRadio. The featured segment this week is a broadcast (is that the right word?) named Outcome Focused Selling. The speaker, Anne Warfield, discusses a different approach to selling. Instead of being focused on solving problems, salespeople need to be focused on finding solutions.
When I first heard this phrasing I wondered what is the difference? Warfield went on to say that trying to “solve problems” unintentionally focuses the salesperson on features and benefits selling. I’ve seen this type of selling first-hand and it mostly leads to a data dump of marketing information on an disinterested prospect. Instead, salespeople need to focus on “finding solutions” to prospect problems. This inclusive approach will get the salesperson talking about a overall solution specifically in relationship to the prospect’s problems. It is a fine point that she does a good job positioning.
Warfield goes on to say:
“Most salespeople I find generally are lively, easy-going people. They feel the first way they are going to connect with someone is to have personal communication. So they try to chit-chat about their family or about their house or notice something in their office. Really, what you have to be able to do in 30 to 60 seconds is understand what that person’s communication style is.”
She makes a valid point about the importance of discovering the other person’s communication style. Unfortunately, she does not explain how a salesperson is supposed to go about discovering it in only 30 to 60 seconds.
I would agree with her statement above in that there are 2 styles of communication, or Selling Styles, that would not appreciate personal chit-chat that lasted more than 60 seconds. However, those 2 styles make up only 32% of the general population. The other 2 styles (68% of the population) prefer some form of sincere personal discussion before diving into business speak.
Building rapport early in the selling process begins a bonding relationship with the prospect and helps to expose their preferred communication style. Remember, 68% of the population prefers some small talk before discussing business. If a salesperson does not know the communication style of the prospect, their best move is to start with some small talk (that may take more than 30-60 seconds), observe the prospect’s style and then adjust accordingly. As part of our development plan, we provide a cheat sheet for salespeole to assist them in adapting to their prospects.