Is it a Problem or a Priority?

From Recruitment Specialist & Sales Development Expert, Alex Cole-Murphy

Sometimes it can be difficult to find qualified prospects. One thing salespeople must remember is that selling is not actually about selling – it is about helping your prospects solve their have-to-fix problem. You must start asking prospects “Is your problem just a problem, or is it a PRIORITY?” Learn more in the video below: 


Video Transcript:

As we discussed in our last video, selling is not actually about selling. Yes, you heard that correctly.  I’ll say it again.  Selling is NOT actually about selling.  Selling is about building lasting relationships and HELPING prospects with their “have to fix” business problems.  Most people don’t believe me when I say that, but it’s true.  

It goes without saying that you have numbers and goals to hit. You’ve gotta make money. So yes, you need to sell. But you will sell more business by building effective relationships and creating value for your prospects that they’ve never experienced before. They need a resource, someone who will consult with them on their issues. A partner who will ask them the deep questions to get them to discover and identify the real problem and the ultimate consequences.  

We are all guilty of spending too much time and filling our pipelines with buyers who have no intention of buying. It’s either not the right time, the right price, the right solution or they just aren’t compelled enough to HAVE to make a change. But we continue to push, and pitch and follow-up in the hopes that something we say will make them change their mind. But at the end of the day, it’s the buyers process- you are there to ask the right questions, at the right time and in the right way to help them discover what has to be done.  

So, how do you help them identify the severity of a problem while keeping your pipeline filled with only truly qualified opportunities? 

For starters, you MUST close your initial discovery conversation with an important question, “Is your problem just a problem, or is it a PRIORITY?” This question may be met with complete and utter silence. 

Wait.  Embrace it. Let them digest and respond. By asking this question, you are not only asking your prospect if they must fix this problem BUT identifying if they must fix it NOW.  Is it a “have to fix” problem (Also Known As a priority) or is it something that they can manage and put off for a few more months or years? If this isn’t a priority for them nothing you do can help them make it one. And this allows you to move on to the next conversation and keep unqualified opportunities from backing up your pipeline. Which as a salesperson, is YOUR ultimate priority.  

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