People frequently tell me how my way of thinking changes the way they sell, makes it easier, AND they close more deals.

One of the ideas that I often get positive feedback on is the idea of problem ownership.

It’s no great secret that most people aren’t very good at taking responsibility for themselves and their problems.

So it’s common for buyers to put the responsibility for solving their problems onto you. They challenge you, and put the pressure on you to prove how your stuff will solve their problems.

Yes, they do buy your stuff to solve their problems, but you aren’t responsible for solving their problems just because they might (or in fact do) buy from you.


In fact the customer must always own the problem, because only the customer can solve it, with or without your stuff.

I got an email a couple of days ago from a customer of mine who gained more control over his accounts by putting this idea into action…

Hey Shamus, I’m 109% to goal with out backlog for the year – cha ching!

I’ve been meaning to write to you for a while but I guess I never felt enough pain to do so until now. I would like to thank you for your Persuasive Selling Skills CD’s I purchased earlier in the year.

I feel that it has paid dividends in several areas. Mainly, getting commitments up front is a valuable tool as well as the feeling the pain approach.

What amazed me most in the techniques was the ‘not my problem’ approach. I’ve saved more cancellations this way and by making my customer react to their situation and not mine. I work in the electronics industry and there were a few times where my company actually made things wrong, tacked on extra costs that would have been deal-breakers but customers went through with the order because the alternative was too hard, laborious or ‘painful’ to solve.

Kevin Vena
L-Com Connectivity Products

The fun of December is almost over, and 2009 will be starting in just 2 weeks.

Don’t let your prospects pressure and control you anymore. Get your copy of the Persuasive Selling Skills Audio Program and take control of your sales starting today.

Sell with Pride,

Shameless Shamus Brown