[MUSIC PLAYING]
NARRATOR: So you're in sales.
You're trying to win business.
You may have a great product with the best
features, the best price--
the most convenient location.
However, that is not always what it takes to make a sale.
You need to earn your customers' business
by listening to their problems and then providing your best
solution.
Traditional selling is straightforward.
Your customer needs a new car.
You walk them over to the selection
and explain every feature and benefit
of all the cars at once.
Then you leave it up to the customer
to make a decision based on price, brand, appearance,
or whatever other criteria they most value.
This is often a frustrating experience,
sometimes resulting in no sale at all.
Solution selling, while a bit more complicated,
typically results in higher value business.
Why you ask?
Contrary to traditional selling, solution selling
involves getting the customer talking
about their pain points, objectives, and desires.
Ask your customer questions around what
drives their decision making and what will make them happy.
By listening to your customer, you've earned their trust.
Now apply what you've learned about your customer
to all you know about your product,
and offer your best solution to their problem.
Walk the customer through how your solution addresses
their challenges, and then let them decide to buy or not.
With a customer-focused heavy listening approach,
you've made the buying experience easier
and in the process presented the customer with the best solution
to their specific problem.
Good work.
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