In B2B sales and sales leadership, problem-solving is an art that goes beyond selling a product or service. The secret to becoming a trusted advisor is addressing business problems, not just selling a product. This concept resonates with salespeople, sales managers, and small business CEOs who sell themselves or manage a team of salespeople.
Sales is not just about pushing a product or closing a deal; it’s about forging relationships, understanding businesses and their unique challenges, and offering solutions to these problems. The role of a trusted advisor is not to sell a product and become a trusted advisor, but rather to become a trusted advisor who can sell a product.
The reward for earning trusted advisor status is immeasurable. It is fantastic to receive a call from a client asking for advice on solving problems they have never discussed with you. Imagine having relationships that stand the test of time and outlast competition and challenges.
So, how does one become a trusted advisor and solve problems for clients rather than just selling them a great product? It starts with building a relationship from scratch. When starting with a prospect list or an ideal client profile, the goal is not to find anyone who will respond but to seek opportunities to build meaningful relationships.
The cornerstone of these relationships is reliability.
- Are you always punctual?
- Do you cancel at the last minute?
- Do you forget to return phone calls?
These behaviors erode trust. On the other hand, showing up when needed, providing solutions even when they are not directly related to your product or service, and connecting clients to others who can help them are behaviors that build trust.
Becoming a trusted advisor also involves understanding and curiosity about the client’s business. Do you ask questions about how the prospective company makes and loses money, how it dealt with past challenges like the pandemic, and how it deals with current challenges like rising inflation or supply chain disruption? The aim is to understand the client’s business, challenges, and competitors and offer insights and parallels to other companies.
Being well-read and informed about modern business owners’ problems will enhance your understanding. Understanding the genesis and root cause of these problems will help you ask better questions about the economy and the landscape of their issues.
To solve problems, you need to consider the client’s perspective. This means understanding the client’s specific challenges and how they affect their business or industry.
Sales leaders must also coach and develop their team to be better problem solvers. This involves teaching them to ask better questions and helping them understand the problems their clients face.
Even if you cannot digest the business world by watching business channels or reading business magazines, you can still learn what to ask your client by talking to your network. Ask them about their business-related questions, their clients’ challenges, and the solutions they offer.
Becoming a trusted advisor occurs when you are not just selling a product or service—you are focused on building relationships, understanding businesses, and offering solutions that address their unique challenges. You have earned the trust of your clients and become a valuable resource they can rely on.
So, whether you’re a salesperson, sales manager, or small business CEO, strive to become a trusted advisor. This role will make your selling adventures more effortless and successful and help you forge lasting relationships.
Here are a handful of immediate steps a sales leader can implement today to become a trusted advisor:
- Start Building Relationships: Begin your journey by initiating contact with your prospects and existing clients. Show genuine interest in their business and its challenges. Remember, the goal is to make a sale and build a long-lasting relationship.
- Be Reliable: Be punctual, keep your promises, and avoid canceling meetings at the last minute. Show up when needed and provide solutions that may not directly relate to your product or service. This reliability will gradually build trust.
- Understand Your Client’s Business: Be curious about your clients’ businesses. Ask questions about their profit and losses, how they’ve handled past and current challenges, and their competition. This will give you a deeper understanding of their needs and how you can help.
- Invest in Your Knowledge: Stay informed about modern businesses’ challenges by reading business magazines, watching business channels, and tapping into your network. Use this knowledge to ask better questions and provide insightful solutions.
- Coach Your Team: Teach your team to ask better questions and understand their clients’ challenges. This will help them become better problem solvers and trusted advisors.
