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Ximara Vega | 10/21/2019
SELL THE PROBLEM YOU SOLVE, NOT THE PRODUCT

I recently took a course on public speaking and we discussed the filters that influence the perception of the audience. Selective perception refers to inward focus. The value of the message is based on personal benefit. Objective perception refers to outward focus. The value of the message is based on the benefit of something greater than one’s self. Every time we interact with a consumer, we must prove the value we can contribute to the person we are engaging with regardless of whether they’re a selective or objective perceiver. I was scrolling through LinkedIn one day and I came across a quote by the CEO of Spanx, Sara Blakely. It read “sell the problem you solve, not the product.” This approach is ideal for everyone!

In order to sell the problem you solve you must:

  • Develop an understanding of the consumer by asking open-ended questions
  • What obstacles do they face?
  • What are they looking to accomplish?
  • What matters to them?
  • What are their interests?
  • What do they do for work?
  • What is their personal style?
  • Gather the information and save it for your recommendation
  • Educate the consumer on the value of what you are presenting by linking your recommendation to their life. In other words, paint a picture of the problem you are solving as it relates to them

Customer service by definition is the assistance and advice provided by a company to those who buy or use its products or services. What better way to leave a lasting impression than to listen for the problem and present the solution?

Ximara Vega

 

IDOC Optical Management Consultant

 

Ximara Vega
Merchandising Manager
Ximara is an ABO Certified Optician and lecturer with over a decade of experience in both consumer relations and staff management in the optical industry. As an Optical Management Consultant with IDOC, she works with practices to develop processes designed to motivate and inspire positive change in areas such as staff training, goal setting, sales and inventory management. For insight into her approach feel free to read her IDOC blogs and the articles she has written for Pentavision's Optometric Management Tip of the Week.
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