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How to avoid the big mistake that many people make when they sell on pain

Pain is a very powerful sales tool

Buyers typically don’t care about you and your company. They have no interest in your features and benefits. They are really only concerned about themselves and their company. If you can get a buyer to open up to you about their problems, and if you can solve them, then you are in a much better place to make a sale.

This is where many sales people run into problems

The traditional approach is that you contact a buyer, you ask them about their pain and then you are in a great place to win a client! However, what happens if a typical buyer is approached by a sales person they do not know and asked to talk about their company challenges? Very few are prepared to talk about these issues to someone who has only just contacted them. As a buyer, when new sales people asked me about my pains I usually told them where to go!

How do you persuade buyers to talk about pain?

The conversation is much easier if you already know about your prospect’s pains. I often make an approach along the lines that I help my clients overcome a certain problem. Often the prospect then replies that they suffer that issue too. I have started the pain conversation without the prospect having to explain their issues to me. However, this only works if I know what my prospect is likely to respond to.

How do you know what pain to approach a prospect with?

The answer is surprisingly simple. Talk to another company like theirs. If you have an existing client in a similar sector, talk to them and make sure you understand what is driving them to use print and why they chose you. Your current clients can help you make very effective sales messages.

Learn the exact process I use for this in my book How To Stop Print Buyers Choosing On Price. The premium version includes all the scripts and questionnaires that I use.

Get your free copy of “10 Common Print Selling Errors And What To Do About Them’ (worth £19/$29) right now

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