How to Sell by Conor Kenny

Author:Conor Kenny
Language: eng
Format: epub
Publisher: Oak Tree Press

10: SELL THE PROBLEM

We cannot solve our problems with the same thinking we used when we created them. (Albert Einstein )

Look out your office window or from your car when you’re driving to or from work. How many signs say some variation on “We sell solutions”.

Lots perhaps?

Don’t, don’t sell the solution. Sell the problem first.

Let me explain: first, the wrong way to do it; then the right way.

My Dentist

I have the world’s best dentist. His name is Denis. He has the world’s best gatekeeper, her name is Phil. They exude expertise, professionalism, warmth and integrity. I never want to go to another dentist.

But once, in London, a piercing toothache wouldn’t wait. So I found a local solution. He was just down the road.

“Could I come at 3pm?”, I asked.

“Of course, any time this afternoon will be fine.”

That should have been warning enough. Good dentists don’t have many free slots.

I was immediately stuck by how young he was. The medical gown looked more like something he’d wear at a fancy dress party. Little things that were painless with Denis were now challenging. I heard “Sorry” too much for comfort.

Post-treatment, the young dentist started selling: “You need two of these and one of those. Also, you might consider one of these and a bit of this, that and the other”.

My alarm bells rang. Denis had never seen such a destroyed set of teeth. I was suspicious and I wasn’t having any of it.

A month later, I went for a check-up from my own trusty friend. I said little and waited for the assessment.

“Your teeth are perfect, Conor. See you in a year.”

“So, Denis, I don’t need a, b, c and d?”, I asked.

“Of course not. Why are you asking?”, came the slightly confused reply.

“Oh, I was just wondering. Nothing more.”

I always look forward to visiting the dentist. My dentist, not any other dentist. Trying to over-sell the problem is a quick road to quicksand.

My Painter

There are people who do what they do because it is who they are. Think of a kindly doctor, nurse or friend. Then, there are those who do what they do purely to fill their personal money-tank and nothing else. With experience, it’s easy to see the difference.

Alan came to look at the house. It was time to freshen up, repaint and look smart. No, I couldn’t have a price until Alan had a good look. He wanted to be accurate and, even though it was costing him time, he didn’t want to take a wild guess at the cost. I admired his patience and his concern to do things properly.

On time, Alan arrived. He was cheerful, relaxed and his perfectly branded clothing exuded professionalism. He had two fellows with him. Big excitement when he revealed the two to be brothers; that took at least five minutes of discussion and celebration. I’m not sure why – but it did.

All three went to different parts of the house to assess the work to be done. They took notes and seemed in no rush even though it was 7pm on a beautiful summer Friday evening.

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