Commercial Integrator April 2021 - 11

customer understands the full breadth of
their problem but in most cases, this is not
accurate. This is an opportunity to become a
consultant and not " just " a salesperson. The
resellers role is to ferret out all the details and
assist the customer in understanding more
clearly the true implication/importance/
impact of the problem and present new
outcomes facing their company.

2. Improve a condition.
The second path to sales success goes
beyond problem solving with the goal of
improving the customer's current condition. This requires a full understanding of
the current situation, and most importantly
the requirement for improvement. In this
case, a condition exists that you are going
to improve in some manner with a solution
that you and your company are uniquely
qualified to provide.

3. Give added capabilities.
The third path is to give the customer
added capabilities they do not have. This

is not about solving problems but new opportunities and outcomes. You will follow
the same problem/solution approach but
in the consulting phase of the sale you will
be emphasizing the benefits and upside
of adding this new capability using your
solution approach as a positive means to
an end.
Now the job becomes one of translating
the value that your company (and the products you represent) brings to the situation.
This must be done in the context of what
the customer's sense of value is. You will
need to understand what value your company has to offer beyond the technologies
and hardware you sell. This value-added
approach also includes an understanding
of product specifications, features, and
most importantly benefits, and how this will
factually solve the customer's problems.
Time is a precious commodity and by employing a problem-solutions approach we
can reach our desired goals more efficiently
and effectively.
With or without the pandemic, our indus-

tries will never go back to " looking " as they
once did. We have moved on as a society,
and as commercial AV and digital signage
industries. The increasing opportunities
we are seeing today are the convergence
of technologies, applications, and prices.
We have more tools at our disposal to do
more things and solve more problems than
ever before. If there is a want or a need we
are more likely to be able to fill it than at
any time in the last century, not to mention
the last ten years. Our offices, schools,
healthcare systems, financial institutions,
retail, food services, and even our entertainment venues, are evolving in front of
our very eyes. Understand and embrace the
opportunities that are coming your way.
Opportunity by one definition is " a
chance for advancement, progress, or
profit via a favorable condition that can be
addressed " . Sounds good to me!
Alan C. Brawn, CTS, ISF, ISF-C,
DSCE, DSDE, DCME, is the
principal of Brawn Consulting.

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commercialintegrator.com

CM2104 pp10-11 Brawn.indd 11

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Phone 562.270.3760

APRIL 2021

Commercial Integrator

3/15/21 2:44 PM

http://www.AdaptiveTechnologiesGroup.com http://www.commercialintegrator.com

Commercial Integrator April 2021

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