Commercial Integrator April 2023 - 6

AV BRAINS & BRAWN
Problems 'R' Us in AV Sales
The truth is, solutions simply aren't needed unless there's a problem to solve.
By Alan C. Brawn
WITH TONGUE only slightly in cheek, I
say that everything in AV sales centers on
" problems. " Problems might be internal
to our own companies or external with our
customers, but Problems 'R' Us. Many of
us think we're still living in the age of solutions
sales, but here's the truth: Solutions
are not needed unless there is a specific
problem to solve. Think cart and horse;
the solution can only follow the problem.
Neil Rackham, the iconic researcher who is
author of the bestselling sales books SPIN
Selling and Major Account Sales Strategy,
states it most simply. According to Rackham,
" If you can't solve a problem for your
customer, then there's no basis for a sale.
But if you uncover problems you can solve,
then you're potentially providing the buyer
with something useful. "
Don't confuse uncovering generic
problems with discovering a burning,
immediate need. There is a sales journey,
and it goes from understanding the
situation or current condition to problem
exploration and identification. Problems
are revealed by questions, which lead to a
statement by the customer of their explicit
needs and problems, which you can help
to solve. Then, the seller - you! - shows
how your solution best solves the identified
problem. It sounds easy, but it's not as
simple as employing a formulaic approach.
It's important to be patient throughout...
not to rush.
The Importance of
Thought-Provoking Questions
I want to briefly focus on what the data
shows is the importance of asking
thought-provoking, open-ended questions.
Then, we'll take a more detailed
look at problem-solving approaches and
barriers (or impediments) to problem-solving.
The more we understand about what
defines a problem, how to approach it and
how to overcome barriers that stand in our
way, the more we understand a customer's
pain points and see ways to address them.
6
Commercial Integrator APRIL 2023
Customers buy from commercial AV integrators not because of integrators' knowledge,
but, rather, because of integrators' ability to understand their problems.
Just as beauty is in the eye of the beholder,
problems are in the eye of the buyer. Both
the buyer and the seller must understand
that and try to zero in on them. As Rackham's
extensive research shows, " People
buy from you not because you understand
your product but because you understand
their problems. "
" No problem! " you might say. " We just
need to ask a customer what problems
they have. " But it's not so simple! In Major
Account Sales Strategy, Rackham's research
tells us, " Successful people ask a lot more
questions during sales calls than do their
less successful colleagues. " However, it's
not as simple as the volume of questions.
It's also the type of questions asked. Those
are really the keys to the kingdom of how to
unlock a sale at the right time and level.
In SPIN Selling, Rackham's research
shows that the most important category
of questions centers on those surrounding
implications of problems or potential problems.
He writes, " Implication questions take
a customer problem and explore its effects
or consequences. As we'll see, by asking
implication questions, successful people
help the customer understand a problem's
seriousness or urgency. " Our future success
relies on asking the right questions, uncovering
and clarifying the problem, and then
exploring the seriousness/impact/implications
of the problem. Only by coming to a
consensus on explicit needs can a salesperson
move on to the solution.
Defining Our Terms
Now that we understand the importance
of the type of problem-related questions
to ask, let's explore some proven problemsolving
approaches, some helpful traits for
problem solvers and some impediments
that might stand in the way of solutions. As
usual, I like to define my terms. There are
hundreds of definitions of the word " problem, "
but a few should really resonate
within our commercial AV community. So,
just what constitutes a " problem " ?
› A problem is a situation that is unsatisfactory
and causes difficulties for people.
› A problem is a puzzle that requires logical
thought to solve.
› A problem is a question, matter and/or situation
that is perplexing and/or difficult.
› A problem is a matter that causes one
difficulty and needs to be dealt with.
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Commercial Integrator April 2023

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