Here’s the thing. A doctor doesn’t prescribe before he diagnoses. Simple enough, right? Now flip it. How many owners jump straight to offering solutions without truly understanding the problem?
The Overselling Trap
We all want to close deals. But overselling leads to underwhelming results. Here’s what I see over and over: owners eager to pitch their services without knowing what the customer really needs. This isn't just a rookie mistake; I've seen seasoned pros do it too.
Remember, customers don't want to hear about your products right away. They want to be heard. They want to feel understood. So why not start there?
Diagnosing the Problem
Start with questions. Don’t just ask them; listen to the answers. This is the moat. It’s where you build trust. It’s where you find out what’s really going on in their world.
- What’s the main issue you’re facing?
- How long has this been a problem?
- Why is solving this important to you?
By asking these questions, you get to the heart of the matter. You gather information, insights, and maybe even a few surprises. Sit with that one.
The Right Prescription
Only after you’ve diagnosed can you prescribe. And here’s the kicker: your prescription might not even be your product. It could be advice, a referral, or a completely different service. You can’t sell anybody anything if you need them more than they need you.
This approach sets you apart. It positions you as a trusted advisor rather than just another vendor. When you focus on the customer first, you’re not only solving their problem but also building a relationship that lasts. That’s how you get repeat business.
Examine Your Own Habits
Take a step back. Are your sales conversations more about you than about the customer? Are you guilty of jumping into solution mode too quickly? It’s time to change gears.
Here’s a rule to live by: Drop product, not price. Focus on the customer’s needs, not just your bottom line. The sales call is just a normal conversation, with the truth on the table, with somebody who has the authority to walk off. If you’re just pushing your product, you’re missing the bigger picture.
A Cautionary Note
Don’t fall into the fat wallet disease. It sounds great to have a big volume of sales, but remember: volume for vanity. Profit for sanity. If you’re not making a profit, those sales are just noise. You can’t drive the bus and watch the kids at the same time. Focus on the right customers and the right deals.
Are your efforts focused on finding the right fit? Or are you just casting a wide net? It’s tempting to want to grab every lead. But the right move is to get them or forget them.
Wrap-Up
Bottom line: take the time to diagnose before you prescribe. It’ll pay off in trust, loyalty, and ultimately profit. A doctor doesn’t skip the diagnosis, and neither should you.
Ready to see how your sales process stacks up? Take the diagnostic at kiplinglee.com/diagnostic.