Pain Points & Sales – Your Ultimate Guide
Many Sales Professionals and Business Owners go about their sales conversations the wrong way.
They generally present or pitch their idea, answer a few questions, and hope they said something to their potential client that’ll make them buy.
The main reason this approach doesn’t work anymore either – is because you’re not speaking directly to the reason as to why they’re buying – being a current presence of pain.
In this article, you’ll learn what pain points are, why they’re important to find, and how to find your potential clients pain points in a systematic way.
Pain Points & Sales – Your Ultimate Guide
What Are Pain Points?
Pain points; in a sales context, are the things that cause discomfort to your potential clients in their business, day to day activities, and their everyday lives.
Everyone has different pain points, and they come in different levels of pain.
Pain points are generally based on different levels of pain; and the measurement for the level of pain will be based on your potential client’s perceptions, and what they categorise their pain points as.
Why Are Pain Points Important To Find?
People buy for two emotional reasons – to escape pain and move towards a desired outcome; or pleasure.
All our buying decisions are subconsciously made by this weighting scale.
Whenever we buy anything, we subconsciously make a quick calculation; will this purchase mean more pain (ie: loss of money verse reward), or will it mean more pleasure (make me feel better than my current state)?
Human beings are meaning making machines; and all our decisions – including buying decisions, are governed between contrasting pain and pleasure.
Pain points are important to find when conversing with your potential clients, because without finding their pain points there is a high likelihood you won’t be able to close the sale.
People buy to escape pain, so it is imperative to discover what those pain points look like.
Don’t Make Assumptions
Just because your current clients may have purchased your product or service to get rid of a particular set of pain points, doesn’t necessarily mean your potential clients are doing the same.
Assumptions can kill sales – because it positions us in a frame of mind that we know better than our potential clients; which can break rapport and show a lack of empathy.
You may know the pain points you solve; however, don’t assume that everybody is the same. Not all clients are equal, and everyone has different perceptions of what their personal pain points are.
Instead, follow a systematised questioning process, and go three layers deep (which we’ll cover shortly).
The Different Levels Of Pain Points
Speaking generally; there are three types of pain points your potential clients will be dealing with on a regular basis. These are:
- Technical issues
- An impact on their business
- Personal impact
The first type of pain points your potential clients will regularly face, are technical issues within their business.
You’ll notice that even though these are legitimate pain points – they are also logical.
This is important to note; because although logical reasoning is important, people buy for emotional reasons.
If we have conversations with our potential clients about their pain points, and we keep the dialogue purely logical; you’ll have a hard-pressed time of closing any sales. This leads us to the next type – their business.
An Impact On Their Business
The second layer of pain points once their technical issues have been uncovered, is how those technical issues are affecting their business.
We mentioned as an example; perhaps they’re not generating enough leads.
What does this mean from a business point of view?
Pretend for a moment, their issue is that they don’t have a consistent sales structure to follow when conversing with their own clients.
That’s the technical issue – but what does this mean from a business point of view?
It means they probably aren’t being as profitable as they could be, which minimises spend in other areas, and a loss of potential that money can bring them.
Once you have an understanding of their various pain points impacting their business, it’s time to understand how this is affecting them personally on a day to day basis.
The final, and most important part of the pain points discovery process is how it is affecting them personally.
The reason why this is the most important, is because behind any business – no matter how hard and non-emotional it may look – is a person or a group of people.
And people are emotional creatures.
People also buy for emotional reasons – and then justify their purchase or investment with logic.
Here, you can find out how the initial logical and technical issues are impacting their business – and then affecting them in their personal and daily lives.
Let me give you a real-life example.
Many of our clients at The 5% Institute are Sales Professionals and Business Owners.
They work in various categories; from real estate to finance, to small business owners selling consulting or other local business services.
Generally, they sell face to face, having a conversation or consultation before a sale can be made.
The technical problem they face, is that they don’t have an exact structure to follow to close more sales.
Their secondary pain points is that this means their sales are not consistent, and they generally wing it; hoping something will stick, or that they’ll get a call back if they’re interested.
Finally – the personal impact is that their life is feast or famine; sometimes they do OK, and other days they’re worrying about their next pay check. This impacts not only their own personal lives, but their immediate family too.
By investing in The 5% Sales Blueprint, they alleviate their pain points by reaping the rewards of a consistent system.
This example would speak true to your potential clients too.
They’ll have technical pain points, which creates an impact on their business – which finally, has a personal impact on them and their family’s lives.
10 x Questions To Uncover Pain Points
There are various questions you can ask to find your potential clients pain points, and to slowly move from the logical technical issues, to how it is affecting them on a daily basis in their personal lives.
Ten examples of pain point sales probing questions include:
1 – “Can you give me a bit of background to this issue?”
2 – “How long has this been an issue for you?”
3 – “What’s this costing you on a yearly basis?”
4 – “How is this issue affecting your current clients?”
5 – “How long have you been dealing with this problem?”
6 – “How many more hours is this wasting on you and your team?”
7 – “How is this challenging your business?”
8 – “What’s the biggest issue with this?”
9 – “How important is it finding a solution to this problem?”
10 – “How long have you been trying to find a solution to this issue?”
To learn more about sales probing questions, as well as other question types and categories, check out the related article below.
Related article: Sales Probing Questions – 20 x To Use Daily
Pain points are absolutely crucial to discover with your sales discovery questions, because without it – there would be no real emotional reason for your potential client to make a change.
People buy because they want a change from their current situation; and this means escaping pain and moving towards pleasure, or a desired state.
The better questions you ask, the more successful you’ll be leading them towards the sale.