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Probing For Pain



Probing For Pain
   

1. We have to feel MOTIVATED to make a purchase, irrespective of its type or size.
2. At some point after we’ve become motivated to want to buy, we make a DECISION to buy.
3. Then, after we have made a decision, we want to feel CONVINCED that our decision is the right one and at this stage we may seek approval and input from other people. Then, we’ll make our purchase.
4. Finally, after making our purchase we seek REASSURRANCE. Interestingly, if sales people haven’t nurtured newly acquired customers, this can result in ‘Buyers Remorse’ and the customer will get ‘cold feet’ and cancel their order.

Every step of this process requires careful handling, yet if the sales person lacks the ability to motivate their prospect to talk to them, let alone buy from them, the other steps become redundant.
According to a growing number of International Sales Gurus including Neil Rackham, David Sandler and Anthony Robbins, people are fundamentally motivated in 2 main ways:

1. What problem or pain they can avoid and move away from
2. What pleasure or benefit they can move towards

Imagine your alarm going off in the morning and you realise that you have to get out of bed. It’s just too warm and comfortable where you are, so you give yourself another 5 minutes. Then, after this time, you decide to lay in for another few minutes until you suddenly get a picture in your mind of your angry boss! The consequences of being late for your meeting with him, scares you into jumping out of bed.
Alternatively, imagine your alarm going off on the morning of your holiday. The prospect of sun, sea and Sangria, fills you with excitement as you jump out of bed to start your 2 week vacation.

If a prospect feels content with their current supplier or their current situation, then it will be a huge challenge to motivate them to want to buy your product or service. That’s why every pain your prospect feels is an opportunity for you. Your task, during the initial fact-finding stage is to uncover their ‘pain’ and help them to dwell on their problems. The stronger the pain or the bigger their problem, the greater their motivation will be to move away it. If you can convince prospects that your organisation can reduce one or more of their ‘pains’ then you have suddenly discovered a powerful way to unleash their motivation to buy from you.

Here are some examples of questions that probe for pain:

● "What areas of your current situation don’t you like?"
● "What is this costing your organisation each year?"
● "How do you feel about (problem)?"
● "Who else is aware of these issues?"
● "How do they feel about it?"
● "Why haven’t you tackled this before?"
● "How do your issues compare to those in similar organisations?"
● "Which of these problems is causing you the most concern?"
● "What have you done in the past that’s not worked?"
● "When did you begin noticing this issue?"
● "Why is this such an issue for you?"
● "When will you decide to resolve this?"

When probing for pain it’s more effective to start with general questions to build rapport and encourage discussion and plenty of input from the prospect. As you begin using questions that probe for pain you’ll notice shifts in their body language that can provide you with important feedback that your questions are hitting the mark. Ideally, encourage the prospect to define the consequences of their problem, this magnifies the problem in their minds eye and consequently builds their motivation to want to get it solved. Finally, you need to gain their commitment to resolving their problem by asking "How committed are
you to resolving this issue?"



Probing For Pain - To learn more about this author, visit Nikki Owen's Website.

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About the Author


Nikki Owen
(Visit Nikki's Website)
Nikki Owen has dedicated the last 16 years to the development of sales professionals and sales leaders for many large international organizations. She has coached and mentored over 6,000 sales people and their leaders. In 2004 Nikki conducted the largest sales research projects ever undertaken, involving 2663 organizations to identify the 5 biggest barriers to sales success. This extensive report has been referred to in global publications as the ultimate solution to creating high-performing sales teams. Nikki is the creator of The Sales Activator® an award winning sales toolkit. As a certified Master Practitioner and Trainer of NLP, Nikki is an expert with applying seeming complex techniques within a corporate sales infrastructure. Nikki lectures on sales leadership using her own case studies from her client portfolio including Shell, Barclays Bank and Zurich Life. In 2007 she became an accredited firewalking instructor with the Firewalking Institute of Research and Education and studies Quantum Physics. Nikki is the author of 'A Second Chance to Live' that was first published in 1991 by Transworld and was translated and sold in 16 different countries. She has been interviewed on numerous television and radio shows and is finalising her next book titled – An Audience with Charisma based on her cutting-edge seminars that she hosts at Shakespeare’s Globe Theatre, London.
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