Why should someone buy from you? How do you create a sense of urgency?
At the end of the day, the only reason someone buys from you is that you solve a problem for them.
All of this begs the question: Do you understand your clients’ business problems?
Sales Implications
From a sales perspective, we can start each appointment with one of a few simple questions:
- What challenges are you facing in your business today?
- What are your goals for this year?
- How is business?
This can guide the sales process. It can also guide our marketing. As we begin to understand our clients’ issues, we can apply it to our marketing.
Marketing Implications
Instead of being lead by-products, our marketing can be led by problems. This will have a much greater chance of engaging potential clients and showing them that your dealership understands their business issues.
Marketing to your client’s business problems will also help you differentiate from manufacturer-direct locations that will inevitably be constrained to approach the market from a product perspective.
Action Item
In your next sales meeting, ask your sales reps what business problem they have identified in each of their prospect’s accounts. (You might even consider creating a new field in your CRM software: Business Problem.)
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