The answer is that it is difficult, if not impossible to do that. So instead, we need to relate what we're selling to something they already want. For example, during the determining needs stage, we may find out that the prospect really wants to attract new business. So rather than trying to convince the prospect to want promotional products, all we have to do is demonstrate how promotional products will help to attract new business. Since that's what the prospect wants, that's what we need to sell. This is what I mean by "solution selling." You're not selling the product, you're selling the solution that the product provides. And when the solution you're selling is the one the client most desperately wants, everyone wins.

Many sales are lost when we focus on selling what we think the client needs. It's not about that. It's about determining what the client already wants and applying a promotional solution to deliver that.

If you want to be extremely successful, re-read this issue over and over again until you fully understand and internalize it. Our job is to deliver what our clients need, but we can only do that by selling them what they want.

Next week, we'll tackle step five in this seven step process, and give you more examples of how to deliver what your prospects and clients really want. To improve your results right now, click here. I'm here to help.

If you're just getting started, or generating less than $250,000 a year in annual gross sales click here.
If you're already established and generating $250,000 a year or more in annual gross sales click here.