Pain

Pain is the way to get people's attention. Of course, it might seem counterintuitive to dredge up discomfort with a prospective client but remember that they are coming to you in search of something different, something other than whatever is causing their strife. Bottom line: if you want someone to buy from you, center your conversation on their pain.

The first step in uncovering pain points is creating an environment for truth. Ask probing questions to get a sense of what's not working, what isn't quite where it needs to be, what they’re concerned about, and why they’re considering making a change. Even if you sense that they’re content with lightweight conversation and pleasantries, don’t let them off the hook.

Specifically, ask about the cost of their pain. What's the cost if they do nothing about their current frustrations and concerns? Posing this tough question will help them to quantify the pain and examine the urgency of their situation.

Beyond your one-on-one conversations, weave the subject of pain into your sales and marketing messaging. When you’re reaching out to people, having initial conversations and pitching, talk about how you are uniquely able to alleviate their pain. When new clients come to you, they tend to be struggling, worried, unhappy, concerned; validate these feelings from the get-go and demonstrate how you can help.

With those who haven't worked with you before and are shopping around for something new, speaking candidly and quantifiably about what’s causing their pain will make a difference. I promise.

Onward.
Tom

Want more tips from Tom? Watch our Tom Tips Videos >>

---

Also in Tom's Blog