“Joel, get off the solution."

If prospects want to talk about your solution/service/product, your first thought should be "Why?" If it's not, you run the risk of losing the opportunity to inertia.
I'm helping a client with a proposal, which involves asking a lot of questions about what their prospect is trying to solve/accomplish and how they'll know it's solved/accomplished. The problem we're having is that everything that comes out of my client's mouth doesn't sound like anything his prospect would say. It sounds like a marketing brochure.
"Did they say that?" I ask.
He presses his lips together because he knows what's coming. In the excitement of being in front of a prospect who wants our solution, we tend to talk more than listen. It's normal because they're talking about our thing! The solutions tend to be interesting and we're both excited to talk about it. We want to talk about it because it's a topic we're experts in. Prospects want to talk about it because they can avoid revisiting the critical thinking that goes into making sure the solution is an exact fit for their needs.
That last sentence sounds insulting to prospects, but it's true. The good news for us is if the prospect asks us for a solution, if it doesn't work they'll take the blame. Wait, what? They'll blame you?!? That's not fair.
When a prospect asks for a solution, especially one you're an expert in, your first job is to get them off the solution. Move them back in the process a few steps to understand why this solution is the exact-right-solution for them. After all, if you're going to take the blame, you should understand the problem.
How do you get off the solution? Ask questions. Here's a couple to get your brain started:
- Define terms in the solution. "Ms. Prospect, strategy facilitation is something we're experts at. As experts, we know that the phrase strategy facilitation means different things to different people. Let me ask, when you say 'strategy facilitation' what do you mean?"
- Go to the problem. "Ms. Prospect, strategy facilitation is one of our strengths and I'm happy to tell you what sets us apart, but first, I have a question. What problem is strategic facilitation going to help you solve?"
My client's proposal was going to be impossible to write using the prospect's language because he got lost in the solution with them. My advice to him is to go back and ask the questions. It's embarrassing and takes time to do, but if it keeps him from investing an inordinate amount of time scrambling to make the client happy down the road, it's worth it.
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