Tips & Tactics
Make Your Prospect Deal with Their Pain
December 21st, 2010
Often salespeople answer every question the prospect has yet we walk on eggshells, hoping not to upset them.
We certainly want our prospects to feel comfortable with us, but a sales call doesn’t necessarily always have to be pleasant.
Our job is to discover a gap between what they are doing today and how our product and service can make it better for them – finding their “pain.”
We have to make our prospects feel a little pain to discover how much our product or service can help to ease that pain.
To uncover the pain means the prospect will be more motivated to buy. The better you understand their situation, then the better equipped you are to help them to solve this pain. It turns out to be a win/win for both of you.
On the other hand, if you try to find pain and there isn’t any, then you know you can’t help them and you can move on to other prospects.
Make your prospects deal with their pain instead of trying to make everything pleasant for them. The better we are at finding what a prospect needs by discovering their “pain,” the better we sell.
Sandler Systems, Inc. All rights reserved.
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Comment by Michael Reynolds
11:30 am
That’s what I love about the Sandler Sales System. It’s very honest and transparent. Sometimes there isn’t any pain and that’s ok. In these cases it feels good to decide together that a good decision has been made not to work together. This also makes other “yes” decisions even better.
Comment by Karen Casey
7:14 am
Thanks Michael for the comment! This article is a great reminder that making a prospect uncomfortable is NOT a bad thing.
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