Oct13
How To Successfully Present A Product As A Solution
Posted by Nick in Sales Training To Improve Sales Results | 0 Comments
File under sales presentations
Presenting Products As Solutions
I read many magazines although I must admit I fly through them. Ten pages of advertisements often surround a two page article. However, I recently saw a front page headline that got me thinking about presenting products as solutions when on a sales call.
I never take off my “sales hat” so I have some advice for you on presenting products as solutions to prospect’s problems.
I so many words, the headline said, “Miracle Drugs – Are They Worth It?” At first I got a chuckle. The vision of someone being told that they needed an expensive drug if they expected to live came to mind. Who could turn down that solution at any price?
I took a step back and began thinking how we present products as solutions when we uncover a problem we can address with our products or services. This is all part of the sales process. You must first uncover a need and then present your product as the solution. This may sound simple but it requires skills.
So, here is this pill that will save your life and you need to take one a day for thirty days. The cost is $200 per pill and the side effect is a mild headache every morning for thirty days. The pill is the product and the benefit is life. When presented like that, that product is a solid solution to the problem being addressed.
Let’s consider another product presented as a solution and let’s stay with pills. This pill, as far as I know, isn’t real and I’m just using it to illustrate a point about presenting products as solutions during the sales process. This make believe miracle pill turns gray hair back to it’s original color. Sounds good if you are in the market for a product solution to the “problem” of gray hair.
This made up gray hair pill costs only two dollars a day and to be effective must be taken every day, for the rest of your life. As a side effect, your appetite will increase and most patients that take this made up pill gain an average of ten pounds a year. Once again, let me remind you that I’m making this up to illustrate a point about presenting products as solutions. So, tell me. Would you take this pill?
I have some (well, more than some) gray hair. However, I’d quickly pass on this make believe product because I don’t see it as viable solution to the problem being addressed. The keyword is viable. Just because you can present your product as a solution is no guarantee you’ll get the sale. You must present your product as a viable and cost justified solution to your prospect’s problem.
How To Present Products As Solutions
So, why did I pass on this make believe product as a solution to my gray hair issue? If I live twenty-five more years, the cost at two dollars a day amounts to $18,250. There is another issue with make believe side effects. I could diet more and exercise more but at ten pounds a year, I’m gambling that I’ll probably gain 250 pounds.
So, what do we have here? My options are gray hair or an extra 250 pounds plus $18,250 out of my bank account. Presenting this make believe product as a solution to my gray problem simply will not work. You may solve my problem with that product but the solution is neither cost justified or viable.
Think about these points when presenting products as solutions to your prospect’s needs. In my case, I don’t see my gray hair a major problem, not even a minor one. Second, it’s not worth $18,250 for me to get back my dark hair. Third, I don’t need the health problems that come with an extra 250 pounds! Although the product is a solution, I’ll stay with my present hair.
When presenting a product as a solution during the sales process, your prospect must first agree that the problem is worth addressing. Especially in this economy, the solution must also be cost justified. Last, any issues associate with implementing the solution (like an extra 250 pounds) must be well worth the benefits. I spend a great deal of time in my sales training programs on how to successfully present solutions.
As you can see, successful selling requires more than just uncovering problems and presenting solutions. Focus on these points when presenting products as solutions and enjoy greater sales success.
I wish you the best of success!
Nick Moreno
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