Morning Minute 7/23/24
“Battle of The Brains!”
Discovering the Differences Between “Product Experts” & “Problem Solvers.”
Stanley is a product knowledge expert. He is a walking encyclopedia of information about his products and services. When others need someone to answer a question, Stanley is their “Go To Guy!” He knows his products and those of his competitors. This knowledge aids him in sharing the advantages and disadvantages of each.
Using a product-centered selling system, Stanley serves his clients with data, comparisons, audio-visuals, and fact-filled presentations. When describing a feature, he shares what the feature is, what advantage that feature provides, and how that feature benefits his client. His clients appreciate his wealth of knowledge, and his ability to compare products and features, as he skillfully uses his product-centered approach to serve them.
Nicole is a people-centered problem solver. She first seeks to understand what pain or problem her clients have. She wants to know how that problem affects their life. If there is no apparent problem, Nicole seeks to understand what advantage her client will obtain by their purchase. In both cases she asks how that what they are buying will change their lives. She shares what they will be able to accomplish by purchasing, that they currently are unable do.
Upon determining what problem or pain her clients are experiencing, or what advantage that will they will gain by their purchase, Nicole shares options to assist them. Using a people-centered selling system, she limits her presentation to sharing how her product/service helps them solve their problem and/or take advantage of their opportunity. Her clients appreciate her helpfulness and her people-centered approach.
Both Stanley and Nicole (not their real names) are successful salespeople. You can be effective using either his product-centered approach, or her people-centered approach. Each approach has its advantages. The difference is in the results. Over the last five years, Nicole has sold 28% more than Stanley. There are 2 primary reasons for this difference in outcomes.
1st: Although clients appreciate someone who is fully knowledgeable, people buy from other people who help them solve their problems. They buy results, not just facts.
2nd: Using a people-centered approach requires less time for the client to make their decision. While Stanley is still explaining features, advantages and benefits, Nicole is helping her clients solve their problem, getting a faster purchase approval.
Now, consider this. Only 3-4% of professional salespeople use both the product-centered and the people-centered approaches to serving their clients. By combining both, they ensure that their clients will not only buy from them the first time, these clients will buy from them again and again. Plus, their clients will refer others to them because of the outstanding service they received.
Now that you know the Differences Between Product Experts & Problem Solvers…
Which approach will you use to provide the highest quality service to your clients?
That is today’s Morning Minute.
