As reps, we frequently make the mistake of providing a smorgasbord of options believing the more choices we offer, the better chance we have of meeting the buyer’s needs and closing the deal. What happens to the buyer? They need to make more inconsequential decisions in order to eliminate options. Introducing variables and problems to the buyer, including options that may not have been there to start, creates superficial doubt that maybe what you are selling is not the perfect solutions. You can literally option your way out of a deal.
McDonald’s has 145 items on their menu, providing the consumer over 40,000 different food combinations. However, they offer only ten value meals for breakfast, lunch, and dinner. By limiting the number of options, and providing the most popular food in combo packs, they eliminated most of the decision making and considerably lowered the time it takes to decide on a meal. Translated for B2B sales, providing limited options that solve the buyer’s needs can shortened the sales cycle.
The question then becomes, how do you know what to pitch and what options to take off the table? That’s where your job as a salesperson comes in to play. It is the sales rep’s goal to ask great questions, establish the end goal and match the solution to the need. The right questions help the process to narrow down solutions and eliminate inconsequential options. Specific and objective questions are necessary to tailor your pitch, ensuring you are providing the right information to help them solve the problem.
Below are a few guidelines to assist in identifying the need and offering the solution necessary to make the sale;
- Understand the outcome of using the products being sold
- Create a list of objective questions that help craft the solution
- Understand the market where the product is being sold
- Be okay saying no when your product doesn’t fit the need
