At the heart of every sales pitch is a solution to a problem. Professionals in sales training learn how to communicate properly and present a problem and a solution in the most compelling way possible. But it’s not always easy, and it takes strategic execution before, during and after the meeting.

Preparing for the sales meeting is key. It’s important to conduct as much research about potential clients as possible to know where their weaknesses lie and how to go about presenting the deal. A carefully structured outline and emphasis on creating a relationship is a good start. Remember that it’s not always about selling, it’s about presenting prospects with a solution in a time of need. Take these two tips into account for a more successful approach:

‍Address the Problematic Situation: Bring to light a problem the client may be facing that could hinder their company’s future, says Customer Think. Present it in a way that highlights the adverse impacts of the problem, and always link back to the product or service available.

‍Position the Product or Service as the Solution: Ask questions about how to solve the problem and present the particular product or service as the answer to the prospect’s needs.