Selling means solving peoples’ problems profitably. That ‘profitability’ can be the tricky part, because it means talking about money, and virtually nobody enjoys doing that.
When it comes to the complex sale, we really need to dig down into the technical aspects of their problems and our excellent solutions. If we do it right we build meaningful relationships with the other side as we focus on creating the two critical elements of a working sales relationship: ‘credibility’ and ‘relevance’.
Then we have to ask them for money.
‘It’s been just great talking all this time, now do you have any money and the authority to spend it with me?” That’s one fast way to put a valuable relationship at risk. What’s more, this risk can be so concerning that we do as much as possible to avoid it.
This podcast tackles one of the toughest problems in sales and shows a simple, powerful way to tackle it.
There is an interesting article on LinkedIn that is worth reading:
https://www.linkedin.com/pulse/how-talk-clients-money-win-more-deals-ren-saguil/?trk=public_post
If you want to get more from Bill, you can find his book here
https://www.amazon.com/Bootstrap-Selling-Sandler-Bill-Morrison
You can also buy it as an Audible book here:
https://www.amazon.com/Bootstrap-Selling-Sandler-Way Audible
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