Sellers use all sorts of sales frameworks and methodologies. Some old. Some newer. Some outdated. Some continually being modified given the changing landscape. Many are complicated and force a system onto a buyer that just doesn’t feel good.
Selling is not supposed to be so complex. A simple framework is the PSA.
I borrowed PSA from Public Service Announcement, changing the letters to mean: Problem – Solution – Action.
Now, let me show you how simple and powerful it is…
When you’re selling, you’re selling the solution to a problem to someone. So what do people do? They sell the solution, right?
Wrong.
You don’t start with the solution, you start with the problem that matters to your prospect.
This framework will work in sales conversations, websites, presentations, speaking events, and even if someone asks you what you do for a living.
PROBLEM – define what problem you solve for your prospects. If you’re a leadership consultant, that’s a helpful title, but it doesn’t tell me the problem you solve. If you’re a contractor, that’s super broad. If you cut hair, that’s great, but it’s generic.
Prospects sort of know what all these folks do, but what prospects really care about is what’s in it for them. So tell them!
Tell them the problem you solve. That’s what they’ll care about.
See if these sound better:
Leadership Consultant: I help organizations build leaders that others want to follow.
You can even add a bit of story, e.g., I’m hearing from many that we are in short supply of good leadership, especially during these turbulent times? [You ain’t kiddin!]. I help organizations create transparent leaders that others want to follow.
See the difference?
How about this?
Contractor: I provide homeowners on time, on budget, and on spec home repairs and additions. Again, story can help, e.g., You know how homeowners are overwhelmed by home repair delays, expenses, and frustration. I make sure that home repairs are done on time, on budget so that homeowners can enjoy their home improvements.
Hairdresser: I boost people’s confidence by providing haircuts that makes them feel great.
And so on…
These are the underlying problems that are solved. Be talking about this stuff!
The solution is paperwork. It’s the 1-2-3 steps. It’s the how. Again, this is where most people start, but it’s actually second in the mind of a prospect. Once they’re interested, THEN they’ll want to know how.
SOLUTION – the solution is how you uniquely do what you do for your customers. Steps 1-2-3 for a hairdresser might be:
- Book an appointment
- Choose your unique style
- Enjoy your new found look and confidence
Steps for a leadership consultant might be:
- Book a discovery call
- Engage in expert leadership training & coaching
- Catapult your organization with improved leadership
Etc…
Obviously, there may be more steps. Keep it simple. The rule of three is your friend.
ACTION – action is the invitation. If you’re in a sales conversation, the “action” is the next step. If you’re telling someone what you do, the action is an invitation to learn more. If it’s your website, the action might be “Buy Now.”
Turning back to a real life example with a contractor, the invitation might be, “Would it make sense if I swung by next week to take a look, or is this not what you have in mind?”
I we put this altogether for a leadership consultant, it will follow this pattern…
I help organizations develop leaders that others want to follow
How do you do that?
Step 1: Together we run a 1-hour exploration call to determine key outcomes you’re looking to achieve
Step 2: We customize and engage in expert-led leadership development modules specific to your organization over the course of 8 weeks
Step 3: You enjoy the progress your leaders are making. Does this sound like it might be something to explore for your team, or am I barking up the wrong tree?
PSA – PROBLEM > SOLUTION > ACTION. Whether it’s your website, a sales conversation, or a casual chat about what you do, the PSA framework provides you a simple way to engage a potential prospect.
I hope this helps.
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