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The difference between a strategy and a solution
| Guest post by: Trent Leyshan |
Article Overview: In sales there is usually confusion between what constitutes a "strategy" and a "solution". However, there should be no ambiguity whatsoever regarding when each should be presented in your sales process.
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Free Download - Find fear before it finds you By Trent Leyshan |
The difference between a strategy and a solution
However, there should be no ambiguity whatsoever regarding when each should be presented in your sales process.
What is a strategy? In simple terms - the what. The overall plan. The means to help the customer fulfil their needs or achieve their goals and aspirations.
What is a solution? The how. The doing phase. The vehicle used to implement the strategy. The detail.
Once the client's need or goal has been agreed, it's then up to the salesperson to identify the best potential strategies before recommending the most appropriate solution.
A discussion about the most relevant strategies and also broader strategies (thinking beyond the scope) will help your customer find "buy-in" and understand how they can move from their "current situation" to where they would like to be in the future; "desired outcome".
Contrastingly, I regularly observe the customer determining the sales process - approaching a company and requesting a solution and a price without having spent time with the salesperson collaboratively exploring the problem or gap between the "current" and "desired" state to map out the right strategy options.
If the salesperson simply agrees to this type of sales process - this does little more than incubate "crazy customers" and reduce the customer's "buy-in". Furthermore, it demonstrates the salesperson is (looking for the quick-wins) and is largely about "the sell" instead of creating the right outcome for the customer and business.
When you collaborate with your customers in developing strategies you are by virtue of your sales process developing their trust and a working-relationship you can then build upon.
If your sales process is set-up in the right way, there is minimal wastage as the strategy you develop then forms part of your offer once a commercial agreement has been made. By not introducing solutions in this phase you not only empower the customer with the right information to help them make the right decision, but you also demonstrate that you are acting as their "trusted" advisor. How important is trust in sales? It's everything!
By having the customer understand and agree with the strategy, you are far more likely to be successful when you introduce the solution.
And if possible avoid recommending only one solution - instead propose options and give your customer a choice. Why? So they can make the buying decision and own it!
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Article Tags: sales training
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About the Author: Trent Leyshan RSS for Trent's articles - Visit Trent's website Trent Leyshan is founder, CEO of BOOM! A leading international sales training company that specialises in the development of inspirational sales cultures, leaders and salespeople. Early in his career Trent was head tradeshow spruiker and sales manager for Australia's most flamboyant TV salesman, Big Kev. He has since driven two of his own companies from lounge room operations into market leaders. And led sales teams in leading new media and advertising agencies. Trent is a sought after expert and facilitator on sales performance and strategy. He is the Author of sales book, The Naked Salesman: How to walk the talk and sell your way to success! BOOM! develops sales training strategies and delivers inspiring learning experiences for some of the world's most successful and demanding sales driven organisations. Empowering them with modern skills and tools to effectively engage with customers and build stronger and more valuable relationships.
Click here to visit Trent's website   Whats under your salesbonnet Part 2 Whats under your salesbonnet Part 3 Find fear before it finds you How can I improve that first cold contact with a potential client People rarely buy what they need if you can sell them what they really want |
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I'm glad to read this. I think it's the most important part of investing. "Diversify" and have a clear "exit strategy" - ah yes, but "following it" is the hard part and if you have a strategy to induce your clients to follow the strategy, I should think it would be an excellent service.
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The BDC will usually help you create the strategy using industry specific consultants and then not only help you fund the consultant's work but also the strategy. Their loan terms are little higher than banks but they’re a lot more easy going and understanding than regular banks.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
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