Find the need.
Uncover the pain.
Discover their problem.
Those are classic principles and practices of professional marketing salesmanship.
And they are powerful because not only do they work, but they also do provide a great service in that they get people emotional enough to catalyze them moving past procrastination and into taking the action they need to improve their situation.
There’s nothing wrong with that (as long as it’s not manipulative and as long as your solution actually works) and so you can keep doing that. But that’s not the only way to sell.
Servant Selling is also about creating a vision for what’s possible.
Servant Selling is also about inventing a more positive future outcome.
In other words, Servant Selling isn’t just about focusing on the pain; it’s about also focusing on the promise.
It’s teaming up with your prospect together to design a new richer future for them.
It’s understanding what their ideal situation would really look like and then collaborating with them to craft a plan for how to make that become real.
That kind of Selling is transformational.
That kind of Selling is supportive.
That kind of Selling moves you from persuasion to partnership.
It moves you from being a presenter to being a visionary.
It moves you from being an order taker to being an artist.
And it moves you from being a solicitor to being a servant.
Plus, talking about the promise – and not just the pain – keeps you focused on producing a desirable result for your prospects and your customers.
It focuses you on providing real value and delivering actual results.
That’s what people want: results.
They want a new and improved situation.
They want something that actually works and that actually delivers.
What they don’t want is to be sold something just because they had a need.
They want the problem actually solved and the potential actually realized.
So remember selling isn’t only about solving problems; it’s also about inventing possibilities.