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Finding a Compelling Reason for Your Dream Client to Change

One of the most difficult challenges we face in sales today is helping our dream clients understand that they should not be satisfied with the status quo. Opportunities that you develop by assisting your prospective clients in establishing a new vision of greater possibilities helps you to create opportunities that you are more likely to win.

Prospecting is easier when your prospective client is dissatisfied and contacts you. But winning those opportunities can be more difficult and less likely, especially if they’ve engaged in a formal process and you do not have the inside track for your relationships.

So how do you prospect in a way that allows you to leverage the compelling reasons that your dream client should be changing?

Systemic Challenges Tend to Be Universal

The systemic challenges that your prospective clients face either universally, or in their specific vertical, is the place to discover those compelling reasons. The systemic challenges tend to affect everyone in an industry, and mostly all at the same time.

Maybe one of the challenges your prospective clients face is that they can’t find enough of the talent they need. If their problem is systemic and universal, it’s a useful trend to create the case for change, provided what you sell allows you to help them identify the talent they require, or find a way not to need so much of it.

One company I spoke for had a software program that allowed people with no skills to do the work of a specialist who would normally be compensated hundreds of thousands of dollars a year. Not only were the specialists expensive, they were rare. This company’s prospective clients didn’t know how they were going to find the talent they needed at a price they could afford. This problem was universal, and the company’s solution solved it.

Another company I know has a process where they find billings that their clients normally miss. The amount of this absent billing can be as much as 20 percent of their overall revenue. These prospects know that there’s something wrong, but they don’t know how to identify it or a solution. With a simple audit the company shows them how their solution pays for itself in a matter of months.

These challenges are universal and they’re systemic. They are a starting point for conversation about the value that you can create around the problem that’s compelling enough for your dream client to want to solve.

  • What are the common problems and challenges that your prospective clients face that are universal and systemic?
  • How do you engage with your dream clients around these compelling reasons to change instead of a pitch about your company, your features, and your benefits?

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Filed under: Sales 3.0

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