People buy things to solve a problem, but do you know what problem they’re trying to solve?
A problem doesn’t always mean that something is broken, by the way. A problem could also be the lack of something desired!
What’s the difference?
Let’s take a deeper dive into what the difference is between relieving pain and getting something desired…
Pain Relief:
When someone buys a product or service to relieve pain, they are thinking (and maybe saying) things like… “I don’t want [problem] anymore.”
They are aware that something within their current situation is not working, and they need to change it up. Something is hurting them, and they want to get rid of this problem that is holding them back from their ideal situation.
Desire:
When someone buys something to fulfill a desire, they are thinking or saying things like… “I’m in a good spot now, but I want to get this even better [outcome].”
They aren’t hurting right now, but they want to get to the next level. They can survive with their current situation, but want to figure out how to upgrade their current situation anyway.
Why this matters…
I’ve been in many selling situations where customers are trying to solve a problem that is costing them money and time, in which case they are trying to relieve pain.
I’ve also worked with customers that were simply trying to figure out how to scale their business and increase their revenue streams, which was a desire for them.
You should be able to figure out which problem the customer is trying to solve during the qualification phase, and then you’ll focus your presentation around the problem that their trying to solve!
This is important because you will need to build value around their problem, because that value you provide is the only reason they would give you their money!
Example: Sales Training
Pain Relief Problem: “I’m not making enough money to support my family and business, and if I don’t do something I’m going to have to downsize.”
Presentation of Solution: “This platform will give you and our team daily sales coaching on every aspect of the selling process. The increase in skills, motivation and consistency will help you bring in a lot more revenue, and stop worrying about keeping the lights on!”
Desire Problem: “We’re doing well right now, but we want to scale our business and hire 20 new employees this year.”
Presentation of Solution: “This platform will help your team increase their closing rate and get more referrals, which automatically brings you more clients. You will also see a lower cost per lead from your advertising efforts, which will add more cashflow to your business and let you hire more employees.”
Do you see how this works? This really all starts in the fact finding portion of the sales process, and everything you do after that is geared towards solving their problem!
For more information on how to fact find ad present your solution like a professional, you can go to my home page and request info on Cardone University!
-Jake Martincic
JakeMartincic.com 