‘Solutions’ selling is on the up, and with it increased levels of customer objection to your sales pitch. So how do you effectively manage that? Tony Hodgson, director of PODi for Europe, provides tactical advice.
“Customers are not looking for suppliers, they’re looking for solutions”. This was a key message from the Fespa Global Summit 2014 in Munich earlier this year and one many printers have taken on board. But instead of customers saying: “Wow, you have a great solution that’s just right for us”, they just tell you about the problems that they can see in your suggested solution and why it won’t work for them. You have encountered the Great Wall of Objection. So how do you get over that?
PODi, which has been helping digital printers learn how to effectively sell ‘solutions’ since 2006 through its online Strategic Solutions Sales training programme, has now coupled its interactive video platform, Zenarate, with one-to-one sales coaching from PODi peers and experts (see www.podi.eu/zenarate). Here are some of its key lessons.