Sell solutions

Years ago, I was at a meeting with a national aerospace firm. 

The salesperson pulled out a bag of promotional items and dumped them on the buyer’s desk. 

I nearly fell out of my chair as the items hit the desktop with a loud thud. 

The client was kind and thanked the salesperson for the variety of samples (her body language told a different story.)

Rather than seeking to understand the client’s pain points, the rep expected the samples to sell themselves.

The meeting lasted about ten minutes before the client excused herself to attend to a pressing matter. 

Don’t get me wrong; samples are terrific in the proper context. 

They’re not terrific in the wrong context. 

The moral of the story is to identify your client’s pain points and position your solution as the answer.

Sell solutions, not products.

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