The job of sales is pain discovery.
‘No pain, no sale’ is one of the simplest rules in B2B sales but one of the toughest to apply.
How much sales activity is dedicated to really understanding the motivation of the other side in a sales conversation and how much time, effort and passion do we pour into presentations where the focus is our product, our company, and ourselves?
It’s easy and comforting to focus on the technical aspects of whatever we are trying to sell. It’s also pretty good fun to do deep dives into the technical requirements of the client. The ‘what’ we want to sell and ‘what’ they want to buy can take up 90% of our sales time and energy, but that can easily fail to address the real issue.
‘Why?’ is the real high-value question, but it can take us into areas outside our comfort zone. This podcast digs into pain discovery in the complex sales world we inhabit and gives some concrete ideas on how to apply the concept.
If you want to get more from Bill, you can find his book here
https://www.amazon.com/Bootstrap-Selling-Sandler-Bill-Morrison/dp/069246767X
You can also buy it as an Audible book here:
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