How to Become Problem Finders and Problem Solvers | Jeremy Miner

Summary

The speaker discusses the concept behind his upcoming book, 'The Unsellable Generation,' which explores how modern buyers are more skeptical and resistant to traditional sales tactics. He explains that simply pushing a product doesn't work anymore, as buyers are constantly bombarded with sales attempts through various channels. Instead, salespeople need to shift from product pushing to becoming problem finders and solvers. The key is to help prospects identify problems they didn't realize they had, using advanced questioning techniques to guide them towards solutions, positioning the salesperson as a trusted authority.

Takeaways

• 📚 The speaker has written a book called 'The Unsellable Generation,' which is yet to be published, scheduled for November 2022.
• ⏳ Publishing through a major company takes a long time, whereas self-publishing is quicker but has its own challenges.
• 🛑 'The Unsellable Generation' refers to changing buying behaviors and increased skepticism from consumers in recent years.
• 🧠 Modern prospects are bombarded with content and sales pitches 24/7, which has led them to build strong resistance to traditional sales tactics.
• 📱 With the rise of social media and digital content creators, people are more cautious and less easily persuaded by direct sales pitches.
• 👁️ Salespeople must shift from being 'product pushers' to 'problem finders' and 'problem solvers' to succeed in today’s market.
• 🤔 Many potential customers are not aware they have a problem or don’t realize how severe it is until a salesperson helps uncover it.
• 🎯 Advanced questioning skills are essential to guide prospects to realize their problems and view the salesperson as an expert.
• 💡 Problem finding means helping customers recognize issues they didn’t know they had before the interaction began.
• 🚫 Product-pushing strategies are outdated and ineffective; success lies in understanding and addressing the customer's specific needs and problems.

Q & A

What is the title of the book mentioned in the transcript?

The book is titled 'The Unsellable Generation.'

Why does the author call it the 'Unsellable Generation'?

The author calls it the 'Unsellable Generation' to reflect how people's buying behaviors have changed, making them more cautious and skeptical about making wrong purchasing decisions.

What is the main misconception that salespeople have, according to the author?

Salespeople often believe that if they have a great product or service, they can simply tell people it's the best, and customers will automatically want to buy it. The author calls this 'product pushing.'

How does the rise of content creators impact sales according to the transcript?

With over 3 billion content creators competing for attention, prospects' attention spans are being constantly pulled away from sales efforts, making it harder for salespeople to stand out.

Why are prospects more resistant to sales now compared to 20 years ago?

Prospects are being sold to 24/7 through ads, social media, and other channels, leading them to build walls of resistance and go into 'fight-or-flight' mode when they sense someone is trying to sell them something.

What does the author mean by becoming 'problem finders' and 'problem solvers'?

Salespeople need to identify and highlight problems that prospects might not even realize they have, and then offer solutions. This is in contrast to simply pushing a product onto them.

Why is problem finding more important than just problem solving in sales?

If prospects don't realize they have a problem, they won’t buy a solution. Problem finding helps prospects recognize issues they weren’t aware of, making them more open to purchasing a solution.

How does asking the right questions help in sales according to the author?

Asking advanced, insightful questions allows prospects to identify their own problems, making them view the salesperson as a trusted expert rather than a biased seller.

What is the issue with the traditional approach of highlighting features and benefits in sales?

Simply talking about features and benefits often comes across as product pushing, which prospects find off-putting. It also triggers skepticism because every salesperson claims to have the best product.

What does the author mean by 'hopian' in the context of sales?

'Hopian' refers to salespeople who rely on hope and prayer that something they say will convince the prospect to buy, instead of using a strategic approach like problem finding and solving.