This statement sounds pretty straightforward, right? We want our customers to buy great volumes of products and services so naturally we’re going to figure out their problems and provide them with an infinitesimal amount of solutions.
Here’s an example. Say you are out shopping for a new car. You know what type of car you needed based on where you live, how many miles you drive a day, and the number of people who typically ride in your car. You also know your budget, and obviously would like to be on the lower end of that range. At the dealership, you narrow down your picks to a few potential cars and take a few test drives. The sales person goes with you and in one of the cars, he is quick to point out (without asking you any questions first) that the automatic drive shaft could be slid into a manual mode. But unbeknownst to the sales person, the customer hates driving manual cars. Therefore, this “feature” has no value to the customer. All the sales person had to do was to ask a simple qualifying question like, “Do you like the choice of driving with a shift or manual?” If the answer was “yes”, then this is a value-added feature. But instead, the sales person just assumed he knew that this feature would be appealing to his prospect. As they say in the world of journalism, never assume anything. Qualify your customers and give them what they want. You’ll be amazed at how much more you’ll end up selling them.