Offering the Solution
You could blurt out the solution and ask for the order. However, the chances of the buyer agreeing with you are greater if you help him or her come to the same conclusion that you did. As noted previously, to reach the same destination at approximately the same time, you must move at the same pace. You now must bring the buyer along the path to the best solution.
How can you do that? By summarizing and developing the need before offering the solution. Following are the suggested steps.
Summarizing the Need
To begin selling the solution, first summarize the need. Restate the problem. In the example, the problem is that the return rate on one type of widget is high due to poor flanges caused by inadequate cold welding. That's the problem. By summarizing it you not only move toward offering a solution, you also get the prospect to move with you. You get agreement on the problem before you continue.
Developing the Need
The problem has many implications and causes related problems. Developing the example to illustrate, poorly cold-welded flanges can cause many other problems:
Returned widgets reduce customer confidence in your products.
Returning widgets can be expensive to the company.
Broken widgets can lead to product recalls and lawsuits.
Widget problems give your competitors a sales opportunity.
Developing the problem and the need for a solution helps you sell your solution. You are helping your prospect understand what you already know. They can see that the value of a solution is greater than the cost. They are anxious to hear what your solution is.
Professional salespeople don't create needs for prospects, they identify them. In some situations, the prospect fully understands the need. In others, the need must be defined and the related problems recognized. In all cases, the prospect will not act on a need until it is identified and acknowledged. In addition, the prospect must realize that the value of the solution is greater than its cost. That's your job.
“Based on what we've learned today, Ms. Buyer, I recommend the Acme Cold Welder Deluxe.”
As you offer your solution for their problem, remember what and why: features and benefits. Continuing our example, the Acme Cold Welder Deluxe can solve the identified problem because:
It has 2,000 watts of power (feature) to ensure the strongest weld (benefit).
It has automatic controls (feature) to make operation easier (benefit).
The Acme is cost-effective (feature) and can pay for itself in energy savings within six months (benefit).
I can offer you a 30-day trial (feature) to verify that the Deluxe solves your model 485 widget returns problem (benefit).
The solution you've selected for your buyer has features and benefits that can solve the stated problem. You know that because you've researched and analyzed the problem, then compared it to the features and benefits that your line of products or services offers. Most important, you have guided your prospect through this process, helping her clearly see that the
Summarizing the Solution
All the facts, figures, questions, and answers may be confusing to your prospect. Or your prospect may have followed you willingly at every step of the selling process thus far. In either case, it is important that you summarize the solution. For example, “The Acme Cold Welder Deluxe can reduce widget returns and quickly pay for itself.” That's your bottom line. That's the statement you've been working to make since you first greeted the prospect. You are offering a collaborative solution to the stated problem.
