Prescribing solutions vs. presentations
Once a prospect has been qualified, the natural tendency is to provide a
presentation of your products or services that will offer a solution to their
identified pains and/or pleasures. However, sales people should not do a
presentation. A presentation is all encompassing and is very different from a
You need to prescribe solutions specific to the customers needs, and not
do an overall presentation. The rule is to sell today, educate tomorrow.
prescribed solution allows the customer to buy and not to be sold as signified by
The following is the proper sales method:
First, review the parameters of the presentation, assess the findings (pains
or pleasures identified) and ensure nothing has changed. Then, based on the
prospects biggest pain or pleasure, present a prescribed solution specific to the
prospect’s dominant desires.
At this time, you can convey the features and benefits but only in relation to
the specific pain or pleasure previously identified. Do not present anything
else. Remember this is a prescription to specific pains and/or pleasures and not
a “give it all away” presentation.
You should continue on to the next pain or pleasure and prescribe solutions to at
least 60% of all those identified.
Next, you can measure the prospect’s reactions to those prescriptions (solutions)
for each problem. Simply ask the prospects if they are satisfied with these
solutions. Have the prospect rank each solution on a scale of 1 to 10.
no way will we be doing business and 10 = yes I am satisfied with all these
solutions presented to me.
Should they rank under 6, you have a problem and need to take the blame and
address it accordingly. After all it is your fault as you probably did not qualify
them properly or did not listen effectively to their answers.
If they ranked 7 or 8, which is most likely to happen at this stage of the
presentation, you need to ask another question, “What needs to be done to be
If you are ranked 9, you may ask the prospect “Is it fair to say that you work on
a scale of 1-9 and 10 doesn’t exist?”
If the rank is 10 or their response is “yes” to the above question, the closing
line is simple. You ask, “What would you like me to do next?” I can assure you
they will buy.
When you feel the prospect is satisfied with your solutions, please don’t go for
a trail close. Don’t push them. Just ask them what they would like you to do
next. Learn to stop talking and simply let the prospect buy. Wouldn’t you prefer
to buy than be sold?
Now you have a prospect that has purchased your prescription (solution).
Subsequently, you will need to educate them on the other features and benefits
of your product or service.
You did not cover these extra features in your
prescription because you were only addressing the specific identified problems or
It is imperative that you maintain a good relationship, develop the account for
further business and obtain new prospect introductions and referrals. Do your
job well and they will buy. Ask and you shall receive.