- I'd like to ask you a simple, but very important question.

- 我想問你一個簡單，但非常重要的問題。

Do you sell a product or a solution?

你是賣產品還是賣解決方案？

If you answered solution,

如果你回答是解決方案。

then I have a very important follow-up question.

那麼我有一個非常重要的後續問題。

What's the definition of a solution?

解決方案的定義是什麼？

Now if you said something that solves a problem,

現在，如果你說的東西能解決一個問題。

you get a prize.

你會得到一個獎項。

But here's the issue.

但問題就在這裡。

Most salespeople think they're selling a solution,

大多數銷售人員認為他們在銷售一種解決方案。

but the reality is

但現實是

they really only talk about their product.

他們真的只談論他們的產品。

Now in order to make an impact with the C-suite,

現在，為了在C-suite中產生影響。

you have to be an expert at their problems,

你必須成為他們問題的專家。

the cost of not solving those problems,

不解決這些問題的代價。

and then how your product serves

然後是你的產品如何服務於

as a solution to those problems.

作為這些問題的解決方案。

If your customer doesn't believe or agree

如果你的客戶不相信或不同意

that they have a problem,

他們有一個問題。

guess what they're not looking for?

你猜他們不找什麼？

That's right, a solution.

這是正確的，一個解決方案。

Being perceived as a credible problem-solver

被認為是一個可靠的問題解決者

means your customer perceives you as knowledgeable,

意味著你的客戶認為你是有知識的。

skillful and capable of solving those problems.

熟練並有能力解決這些問題。

So how do you ensure that you drive that perception?

那麼，你如何確保你能推動這種看法？

Step one, understand exactly what your customer

第一步，準確瞭解你的客戶

is trying to accomplish and the problems

試圖實現的目標和問題

that may be preventing them now or in the future

可能阻礙他們現在或將來的發展的因素

from accomplishing those objectives.

在實現這些目標的過程中，會出現一些問題。

Step two, search for third-party insights that highlight

第二步，搜索第三方的洞察力，強調

or underscore those problems

或強調這些問題

and reinforces the urgency to solve them.

並加強了解決這些問題的緊迫性。

Step three, help the customer quantify

第三步，幫助客戶量化

the cost to them and their organization

他們和他們的組織的成本

should they not solve those problems

如果他們不解決這些問題

or if they solve them incorrectly.

或者如果他們解決得不正確。

And then finally, in step four,

然後最後，在第四步。

position your product or service

定位你的產品或服務

as an ideal logical solution to those very problems.

作為解決這些問題的理想邏輯方案。

Now I recommend you spend

現在我建議你花

as much time as possible talking about

儘可能多的時間談及

the customer's problems and the cost associated with them.

客戶的問題和與之相關的費用。

The longer you can keep

你能保持的時間越長

the customer discussing their problems,

客戶討論他們的問題。

the more likely they are to desire a solution.

他們就越有可能渴望得到解決方案。

Problems are personal and emotional to your customer

問題對你的客戶來說是個人和情感的問題

and that's what drives urgency to change.

而這正是推動變革的緊迫性。

Think beyond your products' features and benefits training

思考超越你的產品的功能和好處的培訓

and really try to understand your customer's point of view.

並真正嘗試瞭解你的客戶的觀點。

Once you can do this regularly,

一旦你能經常這樣做。

you will naturally begin to speak their language

你會自然地開始說他們的語言

and be viewed as someone

並被看作是一個

who completely understands their business

完全瞭解其業務的人

and the threats that prevent them from being successful.

以及阻止他們成功的威脅。

If you don't focus on your customer's problems,

如果你不關注你的客戶的問題。

you will commoditize yourself

你將使自己商品化

and not be able to establish real value.

而不能夠建立真正的價值。

Let me give you an example.

讓我給你舉個例子。

If you sell elevators for commercial office buildings,

如果你銷售商業辦公大樓的電梯。

your customer's problem is not that they need an elevator.

你的客戶的問題不是他們需要一部電梯。

Their problem is they're trying to design

他們的問題是，他們正試圖設計

and build a Class A office building

並建造一座甲級寫字樓

that generates top lease rates,

產生頂級租賃率。

operates as efficiently as possible

儘可能有效地運作

and builds long-term value in the resale of the building.

並在建築物的轉售中建立長期價值。

Now how does your elevator solve for those?

現在你的電梯是如何解決這些問題的？

Let's say you sell CRM systems.

比方說，你銷售CRM系統。

Your customer's problem

你的客戶的問題

isn't that they need one more database

不是說他們需要多一個數據庫嗎？

to manage with loads of bells and whistles.

用大量的鈴聲和口哨來管理。

Their problem is they need to increase sales

他們的問題是他們需要增加銷售

and find a better way to manage their customer conversations

並找到一種更好的方式來管理他們的客戶對話

in the buyer journey.

在買方旅程中。

Now tell me how your CRM system solves for that.

現在告訴我你的CRM系統是如何解決這個問題的。

I think you get the point.

我想你會明白的。

Always remember, problem-solvers rule the world

永遠記住，解決問題的人統治世界

and the C-suite.

和C-suite。

Be one of those.

成為其中的一員。

(bright music)

(明亮的音樂)