Stop me when you’ve heard this before; you walk into a car dealership, and you starting hearing the infomercial-level pitch, either about a car or worse their entire lineup. “Something for everyone!” is the line of thinking here. Then you start to hear the Pitch Parrot come out:
*Squak!* “They all have seat warmers!”
*Squak!* “Best Gas Mileage!”
*Squak!* “Extended Warranty!”
*Squak!* “Leather Interior!”
Meanwhile, you could be looking for a big, no-frills muscle car that wants nothing more than for you to grab it by the scruff of the neck and hurl around a corner. Back seat legroom be damned.
Why the hell would you care about extended warranties and gas mileage? Why would you accept this as the conversation starter? Are you not immediately turned off by the pitch? Why are you still talking to the salesman? It’s obvious he’s not listening and is only prepared to give you the pitch.
Don’t be a Pitch Parrot. Sell on the solution to the problem instead.
What is Solution Selling?
When someone comes to you for anything, they’re looking for an answer to their problem. They’re looking for a solution for something, and they’re hoping that you have what they’re looking for.
The details of the problem are readily available. Solution selling describes the process of sussing out your prospect’s needs before you offer a solution. If you take the time to listen, chances are you’ll be better equipped to make a suggestion than if you just start spouting facts about the best features of your product or service.
Those facts may be correct, but they also may be completely missing the point. Let’s take our example from before; Customer A walks into a car dealership and is looking for a muscle car. They know why they’re there, and they want to tell you what they want and have you point them in the right direction. Instead of spouting the facts about the entire lineup, try considering this:
“What is it that you’re looking for in a car? How can I help? What do you need to have, and what are you willing to compromise on?”
“I’m looking for a muscle car as a weekend cruiser. I have two daily drivers for me and my wife, and we have extra space in the garage since Jr. moved out. I’ve already turned his room into a theater room (see yah!), and now I want to fill my garage with the muscle car I’ve always wanted.”
“Perfect! I know exactly what you mean, and I’ve got a few ideas in mind; what’s your budget?”
“Around $35,000 – $45,000 out the door as a max”
“I got you covered. Follow me.”
You see what happened there? You asked the customer for their input, they were open about what they wanted. This helped to narrow down about 90% of the potential options based on a few sentences.
Why go through all the work of memorizing the pitch when a simple conversation with your prospect can eliminate 95% of what you were going to ‘crow’ about? Talk to them and they’ll be willing to provide the framework for you to sell them on a solution to their needs, not necessarily a range of products or services that you think will meet their needs.
Stop acting like you have a bird brain only capable of memorizing a few sentences. Listen to your customers, sell a solution to their problems, quit being a Pitch Parrot and, as always, keep Brewing Your Skill.