5.1 Understanding the Prospect's Challenges

Pain exists when there is a gap between what people have now and what they want. People make buying decisions emotionally and justify them intellectually. As a salesperson, you must have your prospects become emotionally involved in the sales process. The easiest and most effective way for them to become emotionally involved and willing to make a purchase is to have them experience and recognize pain.

Identifying pain is simply identifying the true desires and needs of the buyer, not from an intellectual standpoint, but from an emotional standpoint.

5.2 Sandler Pain Funnel Proccess 

SURFACE PROBLEMS 

• Tell me more.
• Can you be more specific maybe give me an example?
• Why do you suppose it is happening?
• How long have you had this issue/concern?
• What have you tried to do to solve (deal with) it?

BUSINESS REASONS 

• Why do you suppose that didn't work?
• What (how much) has that cost you?

PERSONAL IMPACTS 

• How does this affect you directly?
• How does that make you feel?
• Are you ready to give up trying to deal with it?
• Who else is aware of or affected by this issue?
• And what are you hoping I can do?

REVIEW/SUMMARY

•  Is there anything else I should know that would be helpful?

KEY QUESTIONS 

• Is the organization committed to fixing it?
• Are you committed to fixing it now?
• What happens if you do nothing?

 

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