Discovering the “Pain”
Many sales training programs instruct salespeople to look for the prospect’s “pain” points. Their contention is that customers are motivated to purchase services only if the service relieves a pain or problem. In many sales situations, the prospect knows the pain and is looking for a solution- for example, “My computer is broken. It can’t be repaired, and I need to purchase a new one.” In other situations, a salesperson has to identify the pain for a prospect and then sell her the solution: “Are you aware that your computer isn’t being backed up offsite to a secure location, and you could lose all your information? You need a backup service.” When you are buying something, consider what pain you are hoping to relieve.
Candidates can do both- sell to the obvious pain and identify additional pain points. The obvious pain is the company’s stated reasons for…
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