From: Kelly O’Neil
Date: Wed, Apr 20, 2011 at 11:10 AM
Subject: Stop Selling Your Clients Products and Services and Start Solving Their Problems
To: Joseph Peck

“There is virtually nothing on earth that brings as much personal satisfaction and gratification as being able to save another human being a considerable amount of time, money, frustration and/or anxiety because of the goods, products, or services you have to offer.” Zig Ziglar

When I speak at conferences and the subject of sales comes up, I can feel the audience cringe. It is so disheartening to me because sales are an absolute essential component of building a business. It is something that you either must master yourself OR hire someone who is already a master. There are no exceptions.

If you are afraid to sell or have some resistance around it, you are not alone. Reportedly 84% of professional sales people say they experience reluctance to selling. In the beginning of my career, I felt the same way and when I thought of a salesperson I would get the image of the used car guy. You know…. the one with the sleazy shoes and all the jewelry. That was before I really understood what sales is all about.

Selling is all about service and helping people solve their greatest challenges. In reality nothing on the planet actually sells itself. All things, experiences and products, need a salesperson. And if you look around you are likely to find some really professional people that you really enjoy working with. Your doctor (sells you medicine), your mechanic (sells you repairs), your teachers (sells you more education), your insurance person (protects your life and valuables), and last but not least your significant other (sells you home, family and lifestyle).

It is very easy for small business owners and others to slide into the trap of thinking business is only about making sales. While in a way this is true in that if you aren’t making sales, you don’t have a business, we must never lose sight of the fact that business is about people.

It is people who make buying decisions; it is people who remain loyal to companies or individuals; it is people who make referrals; it is people who share ideas that will grow your business.

It is important that we never lose the person in the process. In my Ignite program we outline for you a follow-up strategy and suggest tools that will help you streamline these processes. It is important to remember, however, that implementing the strategy is not the goal. Using the strategy to build and maintain relationships with people is the goal.

The biggest piece of advice I can give you about sales is to remember to focus on your prospects challenges and needs, focus on solving their problems and building a relationship with them in the process.

At the end of the day we all buy the things we need from the people we like and trust.

Become a trusted advisor and be the provider of solutions to your clients.