Sales Simplified - "The Solution Step"

 "A Japanese grocery stores had a problem. They are much smaller than their US counterparts and don't have room to waste. Watermelons, big and round, wasted a lot of space. Most people would simply tell the grocery stores that watermelons grow round and there is nothing that can be done about it. That is how the vast majority of people would respond. But some Japanese farmers took a different approach. If the supermarkets wanted a square watermelon, they asked themselves, "How can we provide one?" It wasn't long before they invented the square watermelon."

The solution to the problem of round watermelons wasn't nearly as difficult to solve for those who didn't assume the problem was impossible to begin with and simply asked how it could be done. It turns out that all you need to do is place them into a square box when they are growing and the watermelon will take on the shape of the box.

This made the grocery stores happy and had the added benefit that it was much easier and cost effective to ship the watermelons. Consumers also loved them because they took less space in their refrigerators which are much smaller than those in the US meaning that the growers could charge a premium price for them - each square watermelon costs 10,000 yen, the equivalent of about $82. Regular watermelons in Japan cost from $15 to $25 each.

Remember value and cost are two different things when considering solutions. 

Creating the Solution

The reason we have the opportunity to serve our customers is because we have something they want, have an interest in or need.  Aside from the typical training we receive regarding our companies "Product Knowledge", here are some other guidelines to keep in mind when creating solutions for our customers.

Don't Assume: When we are so conditioned to sell the same product/service over and over again, we can fall into the trap of indifference.  We really have an opportunity to provide creative solutions for our customers.  They may not be square watermelons, but with a creative eye for our customer's needs, we can provide additional products and services that will serve them.  In the example of the watermelons, the major problem was that most people had always seen round watermelons so they automatically assumed that square watermelons were impossible (or never considered them) before even thinking about the question. Things that you have been doing a certain way your entire life have taken on the aura of the round watermelon and we don't even consider the fact that it can be done a different/better way. Break yourself from the habit of assuming, you can greatly improve your overall sales success as you are constantly looking for new and better ways to serve your customers.

Always Question Habits: The best way to tackle assumptions is to question your habits. When you make an effort to question the way you sell on a consistent basis, you will find that you can continually improve. Forming habits when they have been well thought out is usually a positive thing, most of us have adopted habits form everyday live, without even thinking much about them. The old adage of "Practice Makes Perfect...", well if you think about it, "Practice Makes Permanent..."  In order to be perfect at what you do it would have to be "Perfect Practice Makes Perfect." Raising your level of  conscious behavior, will allow you to  create more success for you and your customers.

Be Creative: When faced with a problem, be creative in looking for a solution. This often requires thinking outside the box. Customers are looking to you to provide not just product but solutions to their problems. By looking at the situations from an alternative perspective the solutions can be quite simple. As in the watermelon dilemma, they didn't need to alter the genetic composition of the watermelon, just the environment it grew in. Being creative and looking at things in different ways will help you find solutions to customers problems where others can't see them.

Always Look for a Better Way: The square watermelon question was simply seeking a better and more convenient way to do something. The stores had identified a problem they were having and asked if a solution was possible. It's impossible to find a better way if you are never asking the question in the first place. Get into the habit of asking yourself, "Is there a better way our products or service can assist our customers?" You will find there often is.

If you begin with the notion that something is impossible, then it obviously will be for you. If, on the other hand, you decide to see if something is possible or not, you will find out through trial and error.  The solutions we provide our customers provide necessary results.  The reason we have the opportunity to provide these solutions is because we understand the customers wants, interests, and needs so well and create the positive outcomes they desire.

Take away the lessons from the square watermelons and apply them to your solutions step in the sales process. 

“Go out and create your future, or it will be created for you.” - Rick Leffke