When talking to prospects, it's easy to suffer from something we in Sandler call happy ears. In sales, that means we hear something a prospect says and in our mind translate that to the sale being a sure thing.
The problem is that there are multiple levels of pain. What the other person is typically open about sharing is the surface pain.
Specifically, there are three levels of pain:
- Surface pain (a.k.a. symptoms)
- Causes
- Personal impact
Just like when we go to the doctor, the issue or issues that are initially shared are symptoms that have an actual cause. But you really need to drill down to the personal impact it has on the person you're speaking with.
In my world, a frequent surface pain I hear is, "I need to increase sales." But when I drill down, there are all sorts of causes for not enough sales and even more ways it personally impacts people.
In Sandler, we like to say prescription before diagnosis is malpractice. It applies in medicine, but it also applies in the world of sales!
A cause could sound like, "I want to sell my business in five years." A personal impact could be, "My spouse is having increasing debilitating health problems, and I need to retire and have money to live on so I can take care of him/her."
See the difference?
Understanding the different levels of pain is important. Sure, you might make the sale if all you know is the symptom. But you're way more likely if you really understand the underlying cause and the personal impact that will have on the person you're talking with.
That's true in every world! Whether you're fundraising, looking for donations, selling digital marketing, or selling roofs, you need to get to that real conversation.
Crandall is the Principal of Sandler in Oklahoma City, Oklahoma. He works with business owners and motivated individuals to create and implement Professional Development Strategies to foster the growth of individuals, teams, and organizations.
