Serve Partner Needs to Increase Your Association's Bottom Line
Increase the return on value for current partners and improve appeal to future potential collaborators by understanding what they do not have and what they want. This begins with asking questions and listening intently. From there we can glean useful pearls from responses, and deliver a solution that fits a true need, simply by doing these two things well. If we can sell solutions to close a gap, then we make ourselves in demand. Let’s take a look at two simple yet critical steps in selling solutions to close gaps.
Ask Questions
Selling solutions begins with asking questions. The most important thing we can do is close our mouth, and open our ears. How can we learn what the person in front of us or the person on the other line does not have or what they want, if you are talking and not listening? I cannot tell you how many salespersons have reached out offering a solution to my problems without taking even a moment understand what they are. Remember, we are looking for answers, which starts with asking questions.
Listen Intently
The next step after asking questions is listening. Truly listening will ensure we’re providing helpful solutions. Whether we’re improving on an existing solution or attempting to fulfill a newly identified need, listen intently to understand the what, how, and why.
What - Find out what their priorities, goals, and aspirations are for the year. If you know what they want to do, what they expect to do, and what they might have to put off, then we’ve got a temperature for their big picture.
How - Find out how they are doing something. Gain an understanding of internal processes and pain points. This tells us what steps they’re taking, and how this is leading to pain points.
Why - Find out why they are doing something. This will give purpose to your solution. Then you can describe how you’re getting them closer to accomplishing their mission and goals.
Surveys are great, actual conversations and interviews are even more powerful. There is no substitute for context.
Close Gaps
Closing gaps is a powerful sales tool, and an approach that should be used more often. Initiating the process starts with thoughtful conversations. Through asking questions and listening avenues for improvement have a way of opening that partners never thought possible. These areas of improvement, or gaps, will reveal themselves in several forms - two examples are complaints about a challenge or wish list upgrades to an existing service. Once we discovered the gaps we can begin crafting a solution to close them.
Do you have a tricky project on your hands? APT can help. Let’s Chat.