TFT: Sales is not Forcing Solutions on a Customer
It’s Helping Them Understand Problems and Solutions
When you think about selling your product or service, the idea of pushing it on customers just feels wrong. You don’t want to be that stereotypical salesperson—slicked-back hair, always on the golf course, constantly at happy hours or on a plane. Maybe you’re busy with your family, and honestly, you don’t have the time or interest for all of that. Sound familiar? The good news is, real sales isn’t about any of that. True sales is about helping customers solve a problem, and there are many ways to do that beyond the typical “salesperson” approach. That’s what we’ll explore in this post.
What is sales really?
At its core, sales is simply helping your customers find solutions to their problems. Sure, you have a product or service to sell, and you want to get it into as many hands as possible. But let’s go back to why you created that product or service in the first place. Chances are, you saw a problem—maybe even one you personally faced—and decided to build a solution for it. That’s where sales truly begins: by talking about the problem, not by pushing the product.
Think about the invention of the iPhone. Before it, we were all fine carrying a phone and an MP3 player. Then Steve Jobs and Apple showed us that these could be combined into one device. Now, almost no one carries more than just their phone. It’s gone even further—many people now use their phone as their wallet. When you start by evangelizing the problem, you make it visible to those who didn’t even realize there was a better way. This opens the door for customers to say, “Hey, that is an issue I’ve been struggling with too.” Now you’re speaking to an audience that’s genuinely interested in solving a problem, not just hearing a pitch.
You Have Customers Now What?
Getting a customer is only the start. Now you need to focus on the customer experience. Are you following up with them? Are they having a positive experience with your product and your company? Even if your business is primarily transactional, understanding your customers’ experiences can be invaluable. Walk through each step of the process with your first ten or so customers. Ask them about ordering, receiving, and using your product. Find out what questions they had along the way. This isn’t just about driving reorders; it’s also about making the process smoother for future customers.
Customer experience is about listening and acting. As you engage with your customers, ask open-ended questions and really listen to what they have to say. Thank them for their feedback, whether it’s positive or negative, and make sure to act on it. If there’s an area for improvement, change something about the way you do things. If you receive positive feedback, look for ways to double down on that strength. Remember, even small improvements can make a big difference in your customers’ overall experience.
Action Step
Review your current sales process, or think about where you might be falling short. What’s holding you back from fully engaging in a sales process? Identify three potential customers to reach out to this week. Focus on communicating the problem first and then following up with the solution you can provide.
Additional Reading:
1. “How to Sell Without Selling Out”, Forbes
2. “Listening to Customers: Why it Matters”, Harvard Business Review
3. “The Art of Selling Solutions, Not Products”, Salesforce Blog
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