Problem or Not the Problem?

Guest post by: Brian Sullivan
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Truth - Sales and Marketing Training - By Brian Sullivan

Has a customer, a colleague, or associate come to you with a problem, concern or objection lately? And did you rack your brain trying to come up with the perfect solution or response only to get nowhere? Well Dan Burris knows why you can't solve the problem. It's because you are solving the wrong one! And why might you be solving the wrong one? Because you are focusing too much on the words used to describe the problem and not enough time on the meaning behind the words.

Let me explain. Let's say you are the owner a small new business with a great product. You do a presentation to a key prospect on your solution and are feeling pretty darn good about your chances to close the sale. Your prospect then stops you in your tracks by saying, "You know, I have a problem. I have never heard of your company before and that concerns me a bit." At this point, the average, non-problem solver businessperson launches into a response often loaded with meaningless corporate information that doesn't address the REAL problem. As a result, they often give the wrong information, solve the wrong problem, and waste the other party's time. You, on the other hand, understand that the real problem will only be found by digging deeper.

So this week, don't believe it when somebody tells you they have a problem. Ask two, three, or four more questions to isolate the real concern. And by finding the real problem more quickly, you will be able to serve others more quickly. Keep doing that, and the only problem you may have is that too many people will be coming to you to solve their problems. And that, my friend, would be a great problem to have!

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About the Author: Brian Sullivan

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Brian Sullivan, CSP, is a member of the National Speakers Association and an internationally known expert on sales and leadership. Brian is one of about 10 percent of speakers worldwide to have earned the Certified Speaking Professional Designation awarded by the National Speakers Association and the International Federation for Professional Speakers. He delivers high-energy, no-nonsense, interactive seminars on his PRECISE Selling Formula to a companies looking to become famous in their industry. He has been quoted in magazines such as Selling Power and Business Week and is the author of the book, 20 Days to the Top- How the PRECISE Selling Formula Will Make You Your Company's Top Sales Performer in 20 Days or Less. Brian also hosts a talk radio show on ESPN Hot Talk 1510 called "Entrepreneurial Moments," a show dedicated to helping business people of all types. Brian lives in Kansas City with his wife Leanne, and children Jake, Shea, and Maggie.
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