By Jeff Thull
Problems cost money! More often than not, however, the only cost that clients and salespeople focus on is that of the proposed solution. The most critical cost, the cost of the client's problem, remains the best-kept secret in the selling world and certainly the most overlooked.
We define a problem as a less-than-positive or undesirable situation that your client is experiencing. The cost of the problem is the financial impact this situation has on their business due to the absence of the value your solution could bring to them.
The cost of the problem represents the financial impact of staying the same, and the cost of the solution is part of the pain your client experiences while going through a change process.
When cost is the subject, two frequently asked questions by sales professionals are:
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