15 Quick Solution Selling Tips to Close More Sales


Have you ever had people tell you that you need to use solution selling? But you’re pretty sure that
the person that just said that has no clue what they’re
actually talking about? I hear it all the time
from sales managers, from CEOs of organizations that say, “You know what, I really want my people “using a solution selling approach.” But they don’t really know what that means because when I dig into it, suddenly they just start talking about, “Oh, we’ve gotta pitch the solution.” And in reality solution selling is actually a fantastic approach, but it does require that we
drop the old school crap. And that’s where a lot of people miss it. What they’re doing is they’re repackaging
the old school approach and they’re calling it solution selling, and that’s not what we want to do. We want to be taking
people through a process that helps them identify the
solution to their own problems. So in this video I’m going to show you 15 quick solution selling
tips to close more sales. Check it out. Number one, stop pitching. Now I already gave you a teaser of this in the preview of this video. But we need to stop pitching if we are going to apply an approach that actually works, whether we call it solution selling or whether we call it anything else. We need to stop pitching upfront at the beginning of a conversation. What we see is that most salespeople are starting the conversation by immediately pitching the
offering that they have, by talking about the
features and the benefits, and how this is going to
transform their organization, and how we can help them
save money or whatever it is. And what they’re really doing
is they’re using 140-year-old selling strategy that
begins with pitching, and that doesn’t work
in today’s marketplace. In fact the data shows us
that prospects and buyers do not want us to start with a pitch. What they want us to
do is really understand what’s going on in their world. Number two, drop the excitement. Now we all if we’re at an
organization that we like, and if we’re selling a product
or a service that we like, chances are we may have some excitement and some enthusiasm around what it is that we’re actually selling. That’s great. But what I want you to do, what I challenge you to do is to keep that excitement
and enthusiasm inside, and we don’t need to let the prospect see that at the very beginning. We don’t wanna start
the conversation with, “Hey George, what if I
could show you a way?” Or, “Hey Bill, how are you today?” Or, “Hey Karen, so great to see you.” Right, that excitement, chances are some people will probably just immediately stop
the video at this point because it’s so painful to watch that really cheesy excited
enthusiastic approach. And what it’s doing is
it’s immediately signaling to the buyer or prospect
that I am a salesperson, and chances are I’m going to come off as really low value in
the eyes of that prospect. So we want to drop that enthusiasm, and instead just be genuine, be real. Lower the tonality, be realistic. Number three, make it about them. Here’s a huge switch that happens between the traditional
old school way of selling and modern solution selling, the real big difference is that in modern solution selling, it’s about the prospect, it’s about understanding what’s going on in their world. So we want to really make it in most cases about their challenges, and we want to make even what
our value proposition is, how we’re starting the
conversation focus on them. So it may sound something like this, “Lauren, right now what I’m
seeing in the marketplace “is that organizations just like yours “are struggling with this,” or, “They’re worried about that,” or finally, “They’re just concerned “that they’re not getting
the ROI on,” whatever it is. “Did any of those issues
ring true to you?” And what we’re doing now is of course you gotta fill in the blank with what those are, but what we’re doing is we’re pulling them into a conversation and it’s all about them ’cause we’re asking are
you seeing these issues going on in the world, in your world? And what we’re going to do is pull them into a conversation. And that leads us to number four which is understand their challenges. So once you’ve opened it up about that and you’ve really made it about them, now what we have to do is make it about their challenges, understand what’s going on in their world. “George, if you could be
doing just one thing better “when it comes to selling, “what would it be?” That might be a question
that I would ask a prospect. In your space what’s
that question for you? If you could be doing one thing better when it comes to your operations, what would it be? Get into those challenges, and by the way, don’t just leave it there, get deeper. Think of yourself almost as like an armchair psychologist where they’re saying, they’re saying, “Oh well
we’ve been struggling “to really optimize our operations,” and now we’re going to
do something that is kind of counter to what
most salespeople do. Most sales people are
gonna jump on that and say, “Well, you’re in the right place. Well, we’re going to do instead is say, “Tell me a little bit more “about what you see going on there. Really get them to paint you
a picture of what’s happening. Number five, know their objectives. This again is the flip side of
understanding the challenges. And objectives are really
all about understanding what are they looking to accomplish, what’s important to them. And so the two conversations are very closely linked. But understanding big picture, what are you looking
to accomplish this year when it comes to operations or whatever it is is
your sector of business that maybe you’re working with. And by the way even if
you’re selling to consumers, jeez, we just did work on our house, and we met with a bunch
of different contractors, and what I found really interesting is that most contractors
just went right into what are the nuts and bolts
of what has to be done. And we only had one contractor who was by the way the
person we worked with, who said, “Big picture, what
are you looking to do here? “What do you wanna be
using this space for? “How do you wanna be using the place?” And it allowed us to
really tell our story, to engage in a way that
was bigger picture. Number six, get clear on what accomplishing their goals will actually mean. And so this is really about understanding what does this all mean? Right so we’ve talked about how we’re going to use the place, or we’ve talked about how we intend to increase sales at our organization, or increase marketing or increase
operational effectiveness. Now what does accomplishing that goal actually mean to the organization? What does it mean in dollars? Right, questions like if you
were able to accomplish this, what would it mean in additional revenue? Or what would it mean in
additional profitability? You get the answers on that. Now you have created so much value because they are throwing
out their number, and they’re basically telling you what is your value to them. So so powerful. Number seven, get their
personal motivation. I can’t say this enough. Every business objective has a personal objective. Let me say that again, every business objective has a personal objective, and so what that means
is they may talk about, yeah we need to increase
our profitability by xyz, but what does that mean to them? How does that affect them? Or, yeah we just haven’t been getting as many leads from our trade shows. What does that problem or actually solving that problem mean to them personally? It could mean bonus, it could mean losing their job, it could mean making more money, who knows what it means? We want to understand what’s their personal motivation? The data has always shown that buyers always make decisions based on personal motivations, on emotion, not just on logical yes or no kinds of questions. Number eight, present
only what matters to them. So now we’re talking
about presentation, right. We’ve dug deeply and now what we wanna do is we wanna present back to them basically the solutions to the challenges that they’ve already told
us are what matters most, and we don’t want to go
any further than that. Where a lot of salespeople
miss the boat here is that they wanna
present the whole thing, they wanna show everything
that they can do to help this particular person
solve all of their problems. But the reality is that your prospect only cares about probably
a couple of things, and so what you want to do is present only to those challenges, only to those concerns, or only to those objectives. You do that and now what we’re doing is we’re arming them with, hey I’ve listened to you, and now I’m going to arm you with the solution to those challenges. No more, ’cause you’re busy, I’m busy. We’re not gonna spend three hours going through the whole thing. Number nine, use case studies. This is really an important distinction. Most salespeople when it comes
to the presentation are just presenting the features and the benefits, in some cases it’s just the features. But what we really want to be doing is presenting case studies. “Barry, you told me about challenges xyz, “and that really reminds me “of a particular client that we have “who had the exact same
types of challenges. “Let me share with you “what those challenges
looked like to them, “and then what we did to solve them. “Would that make sense?” Prospect is gonna say, “Of course.” And so now what you’re doing is you’re basically presenting your solution in the form of a story, in the form of an example. And people are always going to be more engaged with that example. They’re always gonna be more engaged with the presentation that is really just telling a story. Everyone loves story time. Number 10, stop overcoming objections. I said it, stop overcoming objections. I can’t tell you the number of times a sales manager comes up to me and says, “We need to teach our people
how to overcome objections.” And my response always is, well, do you think that
objections are the problem or the sales process leading
up to that is the problem where they’re getting these
objections in the first place? And they inevitably say, “You
know what, you’re right.” It’s really not about the objections, it’s about the fact that they’re leading themself into that place, and now the buyer is saying, “Well, about this?” Or, “Why can’t you do that?” A great salesperson is going to make sure that they understand
exactly what’s going on in the life of their prospect to understand what they care about. And so that way an objection shouldn’t even come up at the end. If anything an objection is just some simple question that
they’re going to ask, but it’s not going to be
in the form of an objection that’s gonna say, oh well, you know what, you didn’t mention this and this is what’s really important to me, because if they’re saying that towards the end of a selling conversation, we’re in a lot of trouble ’cause what it means is that we missed that part in the discovery conversation, and we shouldn’t have missed it. We want to stop thinking
about overcoming objections, and what we really wanna do is avoid the objections
in the first place. We want to address the concerns
that they have to start, so that way they’re not coming up at the very end of a conversation, and then it’s an arm-wrestling match to try to close the sale. Stop thinking about overcoming objections. Number 11, never go past 60 seconds. This is one of my new
favorite pieces of data which I’ve learned from an
organization called Gong.io who has basically analyzed millions of selling conversations using artificial intelligence algorithms. And what they found is that no successful sales presentations went past about 100 seconds of monologue, of the salesperson doing
all the conversation before bringing the prospect
back into the conversation. And in fact what I’ve
pulled from this is that we never want to let
our sales presentations go for more than 60 seconds before we bring the prospect back into the conversation, and that can be really simple. It can sound something like, “You know what George,
before I go any further, “I just wanna make sure are
we still on the same page?” Or, “Does that make sense?” Or, “Are you still with me on that?” What we’re doing is we’re
pulling them back in every 60 seconds. We never want to be going on and on and on and on and on and on. We wanna bring them back in. Number 12, focus on the
value of your solution. Now this is where we start to think about what is the big distinction between solution-selling and traditional selling. And of course the whole processes look different up until now, but now that we’re in
the presentation mode, what we really wanna be doing is not focusing on the features of what we are selling, but instead on the value of that solution. Understanding how it’s going to positively impact their life, and not on we’re going to
do this this this and this. By focusing on the value
and on the numbers right, so it’s even like hey you mentioned that in order to solves these challenges or by solving these challenges, it’s going to potentially increase sales by about 10 million dollars. Here is how I see we could possibly allocate that sales growth. This is how we can accomplish that. And so now it’s not a question about just the specifics of what it is you’re going to do, but it’s about how it’s going to positively impact their life, how it’s going to positively
impact their organization. Number 13, keep the presentation short. This cannot be overstated enough. There are those moments that
we’ve all had in a presentation where we’re just going
and we’re feeling great, and so we’re thinking oh I
just wanna keep this going, I just wanna keep the momentum going, but the reality is is if you’ve done a good job in discovery, all you have to do is give
a pretty short presentation that just shows you how
to solve their problems, and then stop. Don’t go any further. Only present to the challenges
that they mentioned. No need to go any further. Keep that presentation short. Number 14, make it a back-and-forth. Now this has already been seated earlier on in the conversation, but what we always want to do is make a presentation a back-and-forth conversation, not a one-way monologue. That was where the
60-second rule comes in. But we really wanna focus on how often are we switching back and forth in this conversation
during the presentation? What data shows is that top performing sales people are having a lot more back-and-forth
in the presentation than average and bottom performers. We want to make this a two-way dialogue, we wanna keep engaging the prospect in that conversation
back forth back forth. Number 15, establish next steps. Have you ever been in a
selling situation where everything was going
well and then they say, “Hey, why don’t you follow
up with me next week?” And you say, “Okay great, how
about I call you on Monday?” And they say, “Sure.” And then you call on
Monday and they’re gone, or they’re not there, and then you call on Tuesday and they’re not there, and then maybe you call
on Tuesday afternoon and they’re not there. And before you know it, a week has gone by and you had a live one and it’s gone. It’s just gone. And this can all be prevented by simply establishing next steps. I want you to get used to
saying this one phrase, do you have your calendar on you? Let me repeat that. Do you have your calendar on you? By the way in today’s world, 100% of the time a buyer is going to have their calendar on them. It’s called your phone. It’s called your computer. And we all have our calendars on us. Get their calendar out, establish those next steps. Get in their calendar by sending a calendar invite. You will hold on to so many more sales. Not only are you gonna
prevent losing sales, but you’re gonna keep that
momentum going much much more. Establish next steps. So there are 15 quick
solution selling tips to close more sales. I wanna hear from you. Which of these ideas did
you find most useful? Be sure to share below
in the Comment section to get involved in the conversation. And if you enjoyed this video, then I have an awesome free ebook on 25 Tips to Crush Your Sales Goals. Just click right here to get it instantly. Seriously just click right here. Also if you got some value, please like this video below on YouTube because it really helps me out. And be sure to subscribe to my channel by clicking right here in my little face to get access to a new video just like this one each week.

8 comments on “15 Quick Solution Selling Tips to Close More Sales

  1. Couldn't agree more. Selling in general is not like it used to be back in the days. Roles have changed and will continue changing in the future so we gotta stay on our A game. Thank God we've got you, Marc. Great job.

  2. The most important thing I found in this video was “Stop Overcoming Objections”. Anytime that I had to overcome objections and rebuttals I found myself feeling pushy and overbearing. Plus it is the complete opposite of what everybody else is advising to do when you get in sales.

  3. Present only what matters. I have such a nasty tendency of raging out about the future of marketing, AI, affiliate marketing, etc. and I need to stay calm, shut up, and keep it under 40sec.
    💪🏽🙏🏽 thank you Mark! So much growth thanks to you

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