Selling is a knowledge process. More specifically it is a knowledge gathering process that has three phases: Diagnose Problems, Evaluate Impact and Collaborate on Solutions. There is an expression that says, “In the beginner's mind there are many possibilities.

In the expert's mind there are few.” Beginning sales reps ask many questions. Like children they are information sponges, seeking to increase their understanding and build their competence. As salespeople become more experienced and “expert,” they tend to diagnose less and prescribe more. The expert sees similarity among customer problems and has a ready arsenal of prescriptions to solve the customer's apparent problem. This experience has obvious advantages, but it also has risks. Sometimes, a cookie-cutter approach to solving customer problems sets in that diminishes the value of experience.

Marshall McLuhan, the communications expert, once said, “Our age of anxiety is, in great part, the result of trying to do today's jobs with yesterday's tools.” To help improve the effectiveness of sales agronomists and grain procurement reps, AgKnowlogy has developed the Rainmaker solution-based sales process. This cutting-edge sales process will help sales staff ask the right questions to collaboratively move customers toward jointly developing solutions to their business problems. It will help increase the effectiveness of both new and experienced sales staff.

Rainmaker is a three-stage process of diagnosing customer problems, evaluating their impact, and collaborating to develop solutions.

During diagnosis you have two goals. The first is to uncover the customer's problems. At this stage, resist having a solution. Your next goal is to determine why these problems have occurred. Failure to determine the real problem (maybe not just lack of weed control for instance) will inevitably lead to wrong solutions, which will be rejected by the customer.

Customers often underestimate the impact of their problems because they view them too narrowly or not deeply enough. Our job is to help the customer accurately see how each problem impacts his business. The more clearly you help the customer quantify the true impact of the problem, the more receptive he will be to collaborating on a solution. This is not to say that every problem must be turned into a disaster scenario. However the prospect must agree there is a definite consequence to not solving the problem in order for him to be receptive to a solution.

People need to “buy into” change. After diagnosing the customer's problem correctly and helping him quantify its impact, you don't want your solution to be rejected. Your questions in this stage need to encourage collaboration that results in a shared solution to the identified problem. Customers will enthusiastically support your recommendations when they have a stake in the development of the solution.

Three types of questions are repeated in each stage of the Rainmaker solution-building process.

These “open” questions encourage customers to talk about their business problems. Examples include “Tell me more about…” and “Why do your think….” The disadvantage of Exploring questions is the prospect can take the discussion where he wants. Beware. On the positive side, these nonthreatening questions show interest, build rapport and give you permission to ask the next type of question.

These “closed” questions narrow and guide the discussion in the direction you wish to take. While Exploring questions encourage a wide range of response, Narrowing questions look for specific information and are generally answered with a yes or no. Examples include “How often…” and “How much….” Be careful with Narrowing questions. Overuse can destroy rapport and threaten the customer.

At each stage of Rainmaker (Diagnosis, Evaluation and Collaboration), you must confirm your understanding and the customer's agreement. Without confirmation it is unwise to move to the next phase of the process. Examples of confirming questions include “Let me see if I understand….”

A key benefit of Rainmaker solution selling is the question types will guide you through the sales stages. This is a sequential process. Diagnosis always precedes Evaluation of Impact. Both of these must occur before a solution can be presented. Similarly, during each phase of the sales process, the sequence of questions tends to flow from Exploring to Narrowing to Confirming. Not always, but this is the path of most success.

I encourage you to practice Rainmaker solution-based selling this spring. If you have questions please call me. Remember we collaborate for success, because working hard is not a business plan and hope is not a strategy.

Bill Keogh is the owner of AgKnowlogy Inc., a company that helps retailers use customer information to reach their potential sales, loyalty and profits. To reach him, send an e-mail to info@agknowlogy.com, call 905/868-9953, or visit www.agknowlogy.com.

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