Selling Your Expertise by Robert Chen

Author:Robert Chen [Chen, Robert]
Language: eng
Format: epub
ISBN: 9781119755128
Publisher: Wiley
Published: 2022-03-28T00:00:00+00:00

Propose the Solution

When prescribing a solution, tie it back to the desired result your prospect is excited about reaching, or the bleak future they're hoping to avoid. Highlight the benefits they will gain from working with you using the universal motivators of time, feelings, and money. Whenever you can help them save time or use it more effectively; feel good by reducing risk and stress, enhancing reputation, status, or power; or make or save money, they will be more likely to proceed.

Although most people will position their solution as leading to a gain, you might more effectively get your prospect's buy-in by framing your solution as preventing a loss. Research shows that the pain of losing is psychologically twice as powerful as the pleasure of gaining.2 When you highlight the pain, people are more likely to respond. For example, contrast “I recommend this approach since it'll help you reduce client attrition” (preventing loss), versus “I recommend this approach since it'll help you retain more clients” (keeping gains). Think about a typical solution you might present, and see if you can highlight the pain it'll relieve.

Your solution should not seem like a silver bullet. It's likely your prospect's problem is complex—if it was simple, they would have already solved it. Acknowledging the nuances of the situation will help improve your prospect's confidence that you understand the flexibility needed to address the problem. When you're ready to present your solution, consider language like, “Because you're [context and problem], we recommend [solution] to [prevent loss or attain gain].” For example, “Because you're in a competitive industry, and you're losing clients quickly, we recommend you merge with Company XYZ to prevent a cash crunch from impacting your operations.”

After explaining the details of your solution, gain consensus on the key deliverables and metrics for success. You'll want to have a clear sense for what you're promising if they decide to hire you. Once you feel you and your prospect are on the same page, it's time to move on to the final step.

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