- I follow the ISB principle when I structure my sales efforts, says Erlend Nordbak from our Oslo office. ISB stands for Issue, Solution, Benefit and works as follows:
Issue: I take the time to identify the customer’s current situation, concerns, challenges and goals. I try to find their pain points. Having identified their weaknesses and discussed this with the client, this is the time, and not earlier, when I move on to the Solution phase and face the problem or pain that the customer experiences.
Solution: In this phase I talk about how I can help the client, and show them how our services and product can solve their problem and eliminate their pain.
Benefit: When I have presented the solution to the problem, I’d like to make sure that they buy. I believe in the saying: “People buy benefits, not features,” and for that reason I focus on what benefits the customer will experience when using a Mynewsdesk newsroom: save time, structure of everyday communication, streamlined emails, increased visibility, easy reach to new journalists or money savings.
This was the fifth part in the Stellar Sales Series. Read the previous parts here:
- Use Case Studies To Show Value
- Keep It Simple
- Don’t Let Your Presentation Own You
- Inspire Your Clients
Next time: Robin Söderqvist from the Stockholm office on the importance of involving the customers.
