Insurance and finance sales teams tend to invest a tremendous amount of thought and energy in trying to figure out how best to position their solutions within their respective markets.
That makes sense. After all, the more solutions that agents and advisors can provide, the more money you and your company stand to make, right?
What if it’s actually the other way around?
Providing valuable solutions is certainly a noble goal for individual salespeople, and for the entire sales organization. But step back and think about it: Customers in any value-oriented sale are much more focused on solving their problems than acquiring your solutions.
How do we know this to be true?
Think about the last time you made a major purchase like a car, computer, cell phone or even a home. As you were in the final stages of your buyer’s journey, what was more important to you? Getting ‘pitched’ by an eager sales representative, or addressing your wants and needs as efficiently and effectively as possible?
Not surprisingly, the answer to this question is the same for every business, in every industry, and in every culture. Customers are much more interested in addressing their needs than being “sold” on your solutions.