Today, I saw a license plate as I was pulling out of my office parking lot, and it gave me a thought.
No Pain, No Sale.
Sure, what this guy probably meant was No Pain, No Gain: A popular saying amongst people who work out in the gym.
No Pain, No Sale means something different.
When I go out on a sales call, I dig deep to find my prospect's pain. What is bothering them about their process? What is holding them back from achieving their goals?. What is keeping them awake at night? I am looking for their pain, and then, like a knight in shining armor, I will swoop in and fix the pain. I will show them the "3 Wows", 3 things that my product does that can alleviate their ills so much that they say "wow!" If I can do that correctly, I can earn the sale.
If there is no pain, then I cannot possibly sell my product or service to them.
- Before discussing yourself and your company, discuss their needs. Try not it make it an inquisition, but make it a discussion.
- Ask insightful questions like "What do you find is the toughest part of your sales process" or "When you are looking to hire new sales talent, do you find that you get too many unqualified applicants?". Follow up with questions like "If you spend that much time spinning your wheels with unqualified candidates, do you feel that this inhibits you from getting new business?" Use silence to have them go deeper into the thought.
- During this discussion phase, find three things that your company or service can do to alleviate their pain better than any other solution. Keep track of these.
- When discussing your product in the next step, be sure to address those pain points while discussing your solution. Use phrases like "One of my current clients was having similar difficulties as you, and now finds that this feature has really changed his business for the better"
- Always be conversational. Too many times, I hear salespeople run through their questions like a list. Nobody wants to be questioned.
- My favorite question is "You have seen our product before...why aren't you a current client?" That elicits a great response, and a way for me to address an honest objection.