Solve Pain and Make Sales

Amateur sales people throw out features and benefits to a client. Professional sales people are able to identify pain, expound upon the pain, and then show how they can help to resolve the pain. Want to be an elite sales person, focus on pain.

Understanding the needs of the client is the key to making consistent sales, but many sales people try another approach in listing features and benefits, but this is low level sales. The reason for this is 2 fold. First, the reason for listing features and benefits is to hope that one of those features will meet the needs of the client and is a top priority. Second, the more features and benefits you list in the mind of the prospect they psychologically start to associate that many features with a higher price. They may think that they don’t need all of the bling that you are offering, and really only need it to do what they need it to do.

On the flip side, if you are able to identify an area of pain. Really make them understand the extent that this pain can cause, and then solve for it, a prospect is willing to spend as much necessary in order to resolve the pain. If you do it right, you shouldn’t get any objections and that includes the price.

This is why it is more important to develop the implications of a single pain then to try and identify many sources of pain. If many pains don’t hurt that bad it won’t provide a buying decision, but if one pain hurts too much than the prospect can’t have it resolved soon enough. Utilize and develop these techniques and you will make many many more sales, and your clients will thank you for being the one that helped remedy their pain. Now that is a win-win!