Selling to people who can’t buy or won’t buy becomes a huge drain to your sales, budget, time, and productivity. You need to have a clear understanding of your market and your potential buyers, to stand a chance of making good turnovers. If your prospects don’t have a business pain, then they do not need to do business with you. Your salespeople must ask effective questions and uncover business pains as quickly as possible.
Business pain points
A business pain point is an issue or problem that is causing pain in an organization and requires a solution. True business pain is not just a problem where the solution is nice to have. Such must be budgeted, has to be discussed and there must be a plan to have the solution ironed out. Because such problems are big enough, they must be solved for your organization to grow and function successfully.
Since business pain points keep a company from functioning, they must be addressed in the right way. Here are important questions that can help you identify a customer’s pain points.
What is the biggest inhibitor to the company’s growth?
This is a classic soundbite that cuts across many spheres. Every company is in business for growth. This means the biggest obstacle to growth is generally a serious pain. If you can help prospects talk about their current business situations, it can increase your understanding of the company, while demonstrating your expertise as well.
What takes up the most time of your day
This pain point question is for individual contributors and managers. In most cases, salespeople hear over and over that buyers care more about the value rather than the features, and this question will review the concrete value your products could have to your prospects on a personal level. You can ask your prospects about how solving a business pain point can have an impact on their team, and how much time will be saved in the process.
When addressing business pains, there are a couple of sure tips you can follow to have everything work in the right manner. Once you have identified a pain, you can determine how to solve it for your prospects. Doing so offers an incredible way to leverage as a salesperson since you become a solution provider rather than a product seller.
You can use the language of your prospects when talking about their pain. This is a psychological technique that can go a long way in building trust with your prospects. Instead of trying to appear impressive by relying on jargon, only your colleagues can understand, you can show your prospects that you take their issues seriously by using a language they can understand.
Additionally, you need to identify key stakeholders as early as possible. If you are selling to multiple teams and one team has completely different priorities than another, you need to know this early. Prospects will sometimes appear less authoritative if they tell you they are not the sole decision-makers in different situations.