Can you see why?

If you could simplify selling into one formula, it could be I+C=Y.

I = where the customer is now. Perhaps their results aren’t as good as they’d expected, or something went wrong and they want to get back to the way things were, or it could be they’ve got new goals and are looking for ways to reach them (think Inefficient, Inadequate, Intolerable, Incomplete, Imperfect).

C = your potential contribution. You may have one or more ways to help them with their situation. By working with them to check, challenge & clarify you get to see (I.e. C) the situation from their point of view, and consider what contribution you could make.

Y = the logical reasons they would select You and their underlying motivations to say Yes.

Your job is to help the customer say “I see why” (aka ICY). “I see why I should change (or stay), I see why your solution is a good one, and I see why I should act”.

Selling is rarely a simple as following a formula, but simplifying a complex situation is a great way to get started, or to find your next step when things become complicated.

Before you get started, or when you get stuck, ask yourself can “I see why” they should say yes?