Easy sale

The customer can articulate a problem that they do not have a solution for

“I wish I could just hire someone to mow my lawn.”

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Easy sale

The customer has a solution in place, but they are unhappy with how it performs.

“I pay this guy to mow my lawn, but he doesn’t do that good of a job.”

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Easy sale

The customer has a solution in place but needs a lower-cost solution.

“I pay this guy to mow my lawn, and he does a great job, but I need to save money for my vacation. I wish I could find someone as good for less money.”

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Hard sale

The customer does not even know that the problem your product or service solves exists. 

In this scenario, as the salesperson, you have to do two things.

First, convince them the problem exists.

Second, convince them that you are the best solution to this problem. 

Hard sales are exponentially more difficult than easy sales. 

Assuming a 10% conversion rate, for every 100 people you talk to, you will get 10 to acknowledge the problem exists, then only 1 of those 10 to become a customer.