Reader’s Question: “Help me understand this pain?”
The Sales Hunter’s Response: A customer will never move to a point of decision on anything unless they believe the salesperson can either help them deal with their pain or help them achieve a new level of satisfaction. Over the years, I’ve found that customers will more frequently make a faster decision when they have a pain that needs to be dealt with. Purchase decisions that involve a new level of satisfaction are easily put off to a later date. Here’s an example: If I’m selling replacement windows, I’ll get a faster response out of the customer if they can see how the pain of their drafty house and high utility bills will be taken care of by purchasing new ones. If, on the other hand, the replacement windows are merely going to help beautify the home, the buyer is far more likely to postpone making a decision.