Editor's note: This article was originally published by The Sales Review and curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.
People make decisions emotionally; if you're operating in a state of logic with a prospect, you'll have a hard time getting them to buy. The key is to ask questions that uncover the emotional impact of the issue at hand.
This can be done through the Pain Funnel, a path that takes an intellectual problem and boils it down to an emotional issue, thus empowering decision-making. There are four steps in the Pain Funnel:
- Begin the Pain Funnel: Ask questions that get at the true pain points.
- Identify surface problems: Ask for more detail to understand those pains deeply.
- Identify reasons: Ask questions that uncover why those pains exist.
- Identify impact: Ask questions that guide the prospect to realize how those pain points cause real problems that need to be addressed.
While the sales process continues to become more social and digital, the importance of the salesperson in that process grows; each human interaction is a critical moment to move a prospect closer to close. Use these tactics as you continue to refine those moments with your sellers who struggle during the prospecting phase.