OWINGS MILLS, Md., Dec. 20, 2017 /PRNewswire/ -- Selling is inherently an emotional experience. The decision to buy is based on whether the product or service will alleviate what is often described as the prospect's pain. Unfortunately, too many salespeople lose sight of this and default to features and benefits selling and providing free consulting to prospects who have no intention to buy.
In WHY PEOPLE BUY: The Real Reason Features And Benefits Selling Doesn't Work, Sandler trainer Greg Nanigian provides tools to identify the powerful buyer emotions that advance sales discussions.
WHY PEOPLE BUY provides tools and techniques for boosting sales performance:
- The Features and Benefits Myth
- Pain: What It Is and Why It's Important
- The Pain Funnel
- How to Get Prospects to Share Pain
- Negative Reverse Selling
- The Dummy Curve
- Active Listening
The Pain Funnel is one of the most important and powerful techniques for uncovering the emotional gap between where someone is right now and where they want to be. It is a series of questions that is utilized either in a face-to-face meeting or on the phone. There are eight questions designed to sequentially bring the prospects closer to sharing their true agenda.
1. "Tell me more about that..."
2. "Can you be more specific? Give me an example."
3. "How long has that been a problem?"
4. "What have you tried to do about that?"
5. "And how did that work?"
6. "How much do you think that has cost you?"
7. "How do you feel about that?"
8. "Have you given up trying to deal with the problem?"
To become adept at implementing the Pain Funnel, it's imperative that the salesperson be able to distinguish pain indicators from real pain. Indicators are symptoms that suggest there may be pain. For example: "My computer is running slow." But real pain sounds like: "I'm frustrated. Technical support is a week behind in fixing my computer so I'm way behind on my work because it's taking five times as long to finish something as it ought to take."
"Getting to real pain is imperative and is a core element of mastering the system," says Nanigian. "Once you know how to get to that point, you'll dramatically increase the number of deals you close – and spend less time with people who were never going to buy from you anyway."
SOURCE Sandler Training