Find the pain


That’s where you’re adding true value. You don’t go to the doctor if you’re not sick, right? So why should I buy something that doesn’t really address a problem I don’t have? Or even worse try to point out that I sure do have a problem even though I keep saying I don’t… There’s are few worse things than a way too assertive sales person.

My last blog posts I’ve spent around questions in different ways. But the point, or at least my point why you should ask questions is to get to the actual pain. Where does it hurt? And not just where but aslo why?

The reason to find this out is so that you can supply the best solution. You don’t want to recommend someone a plaster on their left foot if they just have a soar throat, a headache or a bruise. Right? Still, this is what so many sales people do over and over again. I’ve been through it myself several times. Some reaches out to offer something but they don’t do their homework and therefore no sales.

Let me give you an example. Let’s say you’re selling week recipes to people that have just lost their inspiration to cook or don’t care or have the time to plan ahead. A bonus in your offering is that the recipes comes with a simple shoppinglist with everything you need to cook. These are some of the questions you could use:

– What’s your biggest obstacle when it comes to cooking?
– What challenges do you experience in your everyday cooking?

And sometimes there just isn’t neither an obstacle nor a challenge in sight. What do you do then? Maybe try something like this:

– How could you improve you everyday cooking?
– If you were to dream, how would you want your everyday cooking to work then?

This gives you something to work with.

Here’s todays task for you:

  1. In your next sales meeting with a potential customer – try to apply the example above and see where it takes you. Don’t forget to not just ask for the pain but also what causes the pain. If you do and can help out around that with whatever you are offering, I’m sure you’ll get more satisfied customers over time.

Don’t run around and offer plasters to people that just need a bandage and the other way around. If you want to retain your customers you should be interested in what’s causing them trouble and take care of that. It might sound simple but it’s the simplest thing that’s often the hardest to do.


Author: Daniel Bergqvist

Dad of three, husband, entrepreneur, keynote speaker, marketeer and more. Love life with family, friends and work. A heart for change and sales.