Earlier in this book, we mentioned that our approaches are not based on selling best practices, but instead on decision-making science. So far, we’ve introduced you to several concepts rooted in social psychology and behavioral economics that teach you why buyers buy and how sellers sell.
In this chapter, you’ll learn why one of the very familiar selling “best practices” that you’ve been told will help you be a solution seller may actually be putting you in a commodity position.
It’s the discovery process.
In this process, you ask a litany of questions designed to elicit the customer’s pain points, so that you can “diagnose” before you prescribe your solution.
There are two problems ...