For better sales results, find the pain

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Why does someone buy a product or service? Because they have a want or they have a need. If they have a want there is no need to sell them. If you have what they want they’ll find you. A need on the other hand is not as pleasant an experience. It’s not as easy to sign on the line to fill a need, as it is to satisfy a want.

One of the things I was taught a long time ago was find the pain, find the problem that is causing the prospect to lose sleep and solve it.

If the pain isn’t sufficient there is no motivation to buy. Many prospects are in denial, they don’t want to accept the fact that they need help and in some cases that there is even a problem to be solved.

If that’s the case, and you can’t illustrate their problem to them, walk away you’re wasting your time.

There are five components to facilitate a sale:

1.   The prospect recognizes they have a need.
2.   They feel a real need to solve it. (pain)
3.    They have he authority to solve it.
4.    They have the money to solve it.
5.    They are open to help in solving it.

If any of these are missing you can spend a lot of time and come away empty.

I read somewhere that people change only when the pain to change is less than remaining where they are.

For better sales results, find the pain and help them understand the solution is better, more cost effective, easier, than staying where they are.