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Finding Pain to Improve Selling

When focused to improve selling, we need to be effective at finding out if things are great, things are OK, or things could be better for the prospect.  If we are able to identify that things are just OK or could be better, the prospect could be experiencing some sort of pain could exist and getting the conversation focused on this pain will yield strong benefits.  On the flip side of that, if things are great or if we are not able to find pain, there will be some very powerful factors that will go against everything that we try to do.

No Pain – No Reason to Meet

If we are at the beginning of the sales cycle, we may be just trying to get a meeting with the prospect.  But if we do not uncover any pain that the prospect is experiencing in the area that our products or services affect, there will actually not be a real reason for the prospect to meet with us beyond the cold call.

If a doctor’s office called up a potential patient and asked about how they were feeling and identified that there was no pain, it would be unlikely that the potential patient would be interested in making an appointment.  Of course this does not happen in the real world, but if it did below are two extreme scenarios that we can look at to see how important pain is to improve selling.

Scenario A – No Pain

Caller: Hi, this is Dr. White’s office.  How are you feeling?
Prospect: I feel great.  Never better.  Running in a marathon next week.
Caller: Oh I see.  Would you like me to schedule an appointment for you next week?
Prospect: No, I feel great.  No need.  Thank you for your call.

Scenario B – Extreme Pain

Caller: Hi, this is Dr. White’s office.  How are you feeling?
Prospect: Horrible.  My head is pounding.  Can’t sleep.  Can’t eat.
Caller: Oh I see.  Would you like me to schedule an appointment for you next week?
Prospect: Yes.  But is next week the earliest I can get in?

What to take from this is that if our goal is to schedule an appointment with a prospect, if we don’t find any pain, it might not make sense for the prospect to meet with us.  And to take that one step further, if we can’t find any pain, it also does not make sense for us to spend our valuable time meeting with the prospect.  Not giving prospects a reason to meet will not help to improve selling.

No Pain – No Change

There may be a scenario where there is no pain identified but due to effective sales techniques and strong relationships, we were able to get discussions going anyways with a prospect and create a lead and opportunity.  This is great but the lack of pain still might catch up with us as later in the sales cycle, things could possibly stall out or the purchase can get canceled due to the fact that there is not enough of a need to move forward due to the lack of pain.  In more simple terms, if there is no pain there is no reason to change.

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Launch Pad Solutions provides cold call training helping sales pros to improve selling.



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13 Responses to “Finding Pain to Improve Selling”

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