Confusing what they want with what they want.
Most often, your customers will come to you asking for something specific. Sure, they might be right. And sure (as seen somewhere on linkedin), “they (customers) don’t ask for outcomes, they ask for capabilities”. 🤷 The thing is They’re most likely wrong on what the specific thing they ask for is the proper one to apply. They’re (mostly) self-and-mis-diagnosed. When they ask for “capabilities”, they treat and pay for what they procure as commodities. Highly replaceable. The risk is on them…
Question 1 before your new year’s resolution
Do you sell problems? Because, if you’re selling solutions… does that mean your competitors are selling problems? Can you make a strong statement of one thing you do that your competitors and alternatives to you won’t/can’t make? Here’s the thing Your market is being offered solutions, strategic goals, planning, innovative, out-of-the-box-thinking, alignment, hacks, scale-ups, the-best-of, etc. Stop adding to the noise. 🙂
Opening minds
If you’re not the big player in your space, you can still get a great deal of the place. Once you figure out what you’re really good at, and what only you can do for your customers —what you do different in your market— you can challenge the big ones on your turf. It’ll catch them off-guard. They won’t know how to (quickly) react. And they’ll panic in some way. But that’s the fun part —seeing them like “WTF!” What’s better: you’ll be reaching their customers. But you’re not there to win….
Going in blind
How do you get to the 4 questions to figure out where you are in the mind of your prospect? With an empty mind. Without previous judgement, Without a solution. Without being in solution-mode (ready to fix the problem on the spot). You go in blind, as in a blind-date. To listen. To see if there’s a fit. To understand if/how you can help. To say No when it feels like a No. That’s your gift: knowing you’re in control. To help.
4 things you want to ask.
To have advantage in a sales conversation. you’d wanna ask 4 things: What’s the new status in the future when everything’s going amazing. What’s the reason behind the specific solution they’re after. What’s the urgency of doing it NOW, and not in a year. What’s the reason for them to be even talking to you. Getting the answers to these questions will let you know where you stand —in the mind of your decision-maker, in the process, and compared to the alternatives.
To compete on the highest price
To do this, you need to stop thinking inwards. It’s got nothing to do with your costs, your efforts, with how much sacrifice you put into. It has nothing to do with how much you think it’s worth. It’s got nothing to do with your pocket. It’s all about your customers. About their situations. What they value. And with their pockets. If it’s worth to them, they’ll find the way. And it’s them who define what expensive is. Not you. 🙂
Compete on price
You must have heard “Compete on everything, just not on price”. Try competing on price. The higher price. What would you need to do to go on with the higher price, get the gig, and delight your customers? To make you go and say “I’m the most expensive option” and not feel afraid of “losing” the job? To figure out how you could do this, you first need to figure out what your customer values (what’s really important for them). A hint: it won’t be about what your deliverable is, or about your…
Finding the fit
How do you know your prospect is the right fit? If you were asked who’s that you serve? What would you reply? Now, the important question: How do you know? AKA what are the criteria you use. How would anyone else who’s not you know?
A strong start
One of the best ways to start strong the new year is focusing on ONE thing. It’s the hard decision to make on what’s urgent and what’s important. It’s the hard decision to make on which is the one thing that needs your focus, so that your business thrives —or at least, starts to. It’s the hard decision to make on what criteria and judgement will lead all your efforts, policies, actions. Here’s to you on 2025. If your business is at the edge, what is the ONE THING that you can not stop or else…
Will you push back?
Challenging your customer means you push them to think different than what they expected. In some sort of way, it’s about killing the deal early. It’s for them to make the business case for you to help. Might sound like this: “Sure. I understand. Would you let me push back on this? —- What about…” If there are red flags at this stage, you’re dodging a bullet. Red flags can look like: Why so many questions? You’re being difficult. Just send me your quote/proposal. Your price is too high. I…
