You’ve spent years perfecting your craft and learning everything there is to know about what you sell and the competition. However, you have to be careful not to allow that knowledge to flow too swiftly.
The Instant Response
Of course, some products and services require light-speed responses, but selling most products and services today, requires more of a consultative approach. The problem that often befalls experienced sales professionals is that they answer questions too quickly and solve problems too easily.
From extensive experience and knowledge, the sales person knows within minutes exactly what the prospect’s problems are and the precise combination of products and services to offer. However, when that determination appears to come too fast and without much effort, it diminishes the value.
Let me try to explain with the following analogy.
Not feeling well, you go to your doctor’s office. From the symptoms you wrote down on the appointment sheet, the doctor already knows exactly what the problem is. She has seen 20 other patients in the last few weeks with identical symptoms and identified the local virus that’s going around town. Before even seeing you, the doctor is near certain of the problem and the solution.
The Good Doctor
However, a good doctor will still take some time to ask questions and perform some type of an examination.
“So how long have you been feeling this way?” “Have you changed your diet?” “How is your appetite?” etc. The doctor begins to utter those famous phrases that show she is deep in thought in consideration of your case… “Uhm-um.” and “I see…”
Finally, after the, “Open your mouth and say ahh…” the doctor informs you of the virus, prescribes the medication and sets a follow up appointment.
Imagine however, the doctor who walks in and without even speaking to you, or checking you out just says, “You have a virus, take two of these pills, drink plenty of fluids and call me next week.” And then walks out!
The doctor builds the value of her services by properly recognising the value and severity of the problem.
The Consultative Response
When you solve issues and answer questions too quickly, you can unwittingly diminish the significance of the problem.
When you diminish the significance of the problem, you simultaneously lower the value of the solution TO the problem. Does that make sense?
Slow down. Don’t be so quick to blurt out answers, and that includes answering objections. Just because you can solve some problems or issues in a matter of seconds, does not always mean you should.
The more severe the problem is, the more valuable the solution will be.