We need to know our customers and prospects so well that we can tell them in 30 seconds what we do, what problems we solve, and why they would want to invest more time to hear if we can be a good fit.
How do we do this?
Let's structure a good pain pitch with three elements.
Make it personal to whom you are speaking (is it a CEO, CFO, what decision maker?).
Use emotional words (frustrated, concerned, difficulty with, excited about); remember, people are motivated by gain or moving from a problem (pain).
Use these words in a 3rd party story, such as "some of my clients have made a change to our product because they were frustrated by how often they had to slow down production or even shut it down to change the current part."
Take it away. Ask a question in the negative, such as, "I'm not sure this is an issue for you?" or "you're probably going to tell me that this isn't an issue for you?"
Watch what happens. Prospects are not accustomed to salespeople asking questions in the negative.
People hate to be sold or have salespeople sound so positive; this approach is different.
What's the goal? Get the prospect to "admit" to an issue. That's all or disqualify early without wasting much time.
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As a sales professional, your job is to ask the buyer questions until you understand what is needed to close the gap between where they are and where they want to be. |
