Challenger Tip: Where are you leading?
August 18, 2013 5 Comments
Challenger Sale Principle: “Lead TO, not WITH your solution”
I have the honor of talking with sales reps from all over the world who have taken a keen interest in becoming Challengers. A common issue that reps often bring up is their inclination to bring product or solution into the discussion too early.
The typical problem is that reps ask questions about prospect’s business, circumstance, pain, etc. Their asking questions isn’t necessarily the problem. Their problems ensue when they ask aimless questions hoping to pick up on keywords that their product or solutions solve, then they jump right into solution.
Two prominent problems ensue:
- Solution Fatigue – Prospects wear out from seemingly endless and aimless questioning
- Unripened Prospects – Without getting to the root, the prospect isn’t ripened to hear about change
A New Way
In order to avoid the two aforementioned problems, establish in advance where you aim to lead the call or meeting. Your questions should intentionally aim toward uncovering the problems your solution uniquely solves. As you begin to uncover the pain points, don’t transition to solution yet as you are likely at surface pain…where the problems are still merely intellectual for prospects, not emotive.
Following are three questions CEB uses for message development that will help you determine questions to ask that lead TO your solution, not WITH your solution:
- What is the prospect’s problems and how are they currently solving?
- What do you know about their problems that they don’t?
- Considering what you know, how should they resolve their problems?
Understanding the answers to these questions is critical in determining where you are leading your next prospecting call.AUTHOR’S NOTE: In today’s world of SEO, blogs just love ‘Likes’ & ‘Shares.’ If you found any aspect of this post helpful, I would be deeply honored if you did the same.
About the Author: Jeff Michaels is a 20-year Sales & Marketing Executive that works with executives, leaders, and teams to create repeatable success in their business. Articles posted typically emphasize one or more of the three requirements leading to Repeatable Success — Intentionality, Predictability and Repeatability.