“I don’t know how to start the conversation with a new prospect…”
Okay. No problem. What are you saying?
“I tell them about my solution, but it feels awkward – like I’m pressuring them.”
I see. Are you open to a different approach?
“Yes, please!”
What problem do you solve for your customers?
“What do you mean?”
What is the problem you solve for your customers?
“We empower them with 5 pillars…”
No.
“Our system is proven to…”
No.
What problem do you solve for them? What problem do you help them overcome, avoid, conquer, reduce, eliminate?
“Uhm…well, I help organizations make sure their new employees have a clear onboarding path during their first ninety days.”
Okay, good. Why is that important?
“Lots of reasons – it helps to reduce attrition, eliminate wasted time, and help their new employees overcome their confusion and anxiety so they’re more productive and engaged.”
Cool – so you eliminate the headaches and confusion of onboarding programs so new employees can thrive and the organization reduces churn?
“Yes – exactly!”
Why does that matter?
“Because if they don’t have a good experience, the data shows that turnover rates double (that’s millions of dollars of lost revenue), productivity drops, and their investment in their new employees is at risk.”
Anything else?
“Sure, the organization’s reputation suffers too – think Glassdoor – low ratings equals losing good people to competitors. Not to mention the extra work the organization’s existing people have to pick up, and the stalled initiatives that can’t get off the ground…it’s a big problem.”
What else?
“People lives are at stake here…a crappy onboarding program sucks the life out of everyone!”
Are you talking about these problems with your prospect?
“No – I never get a chance to get there.”
Are you open to another idea?
“Yes!”
Start there – start with the problem you solve for them. Once you understand what’s important to them, you can then layout your solutions and pillars.
It won’t feel like selling.
It will be helping them find their way.
***
The above is one of the top issues I see in sales today. Salespeople are not clear on the problem they solve for their prospects.
The good news that with some thought and reflection, it’s a simple fix. Here’s a tool to help…
The PSA framework: Problem > Solution > Action. This is the path to getting clear on your message so you can have great conversations with your prospects that will feel natural and organic.
- Problem – start with the problem you solve for your customer – what is it you help prospects overcome, reduce, eliminate, avoid? Why does it matter? What’s important to them?
- Solution – once you know what matters to your prospect, then you can show a clear path to a solution, e.g., Step 1, 2, 3
- Action – then provide a free-choice action step for your prospect to take
No pressure. Just help them get to where they want to go.