Selling Solutions

Sales MeetingJuly 25, 2010

Video

Sales Training – Going Postal on Selling the Pain over Gain

Featuring Victor Antonio of Sales Influence

Talking about Pain

• Not talking about physical pain, but an emotional response• What problems are they trying to solve? More importantly, what is the cost to

them for not fixing the problem?• Most buying decisions are made emotionally and justified logically.• Many buying decisions are made to relieve some form of pain.• An unfulfilled need can become a pain. • More often than not feelings drive buying decisions. Emotion motivates, logic

substantiates. • We cannot be with the client when they are experiencing pain, because it

normally occurs before and after a sales call.• Therefore, we need to get the customer to talk about their pain so they can relive

it and feel the experience. This is done through effective probing and listening.• If we can get our clients to believe our solutions to quell their pain, then they will

be motivated to buy from us.

Uncovering the Pain

• Uncovering your customers pain through probing– Open-ended probes

These are questions that solicit a descriptive response. Often these questions, which can also be called empathetic probes, start with, "Tell me about..."

– Closed probes These are essentially "yes," or "no" questions. These can also be characterized as logic probes.

Uncovering the Pain

• Once a pain is revealed, you need to ask the client how it feels. – Evoke an emotional response, bring the customer back to their basic

motivation for buying - solving a problem.– Using this approach helps us cut through the customers built in

defenses and allows us to operate on a strictly emotional level, something that will ultimately motivate them into action.

• Match the benefits to the customer's need.– Align your products benefits to that clients needs using closed ended

questions – try asking your client if they can see how your product might be able

to solve their problems. This practice is also called a trial close– Buying is about more than facts. Normally the buying process is

facilitated by some unmet need, or problem.

Uncovering the Pain

• Recognizing client pain is a skill you can pick up on quickly. • You can elicit “pain statements” by asking questions such

as, – “What frustrates you the most when dealing with companies

that do what we do?” • Get ready for answers such as

– “I’m really frustrated when…,” – “I’m fed up with companies that..., or – “I can’t stand it when….”

• Listen closely to the emotional components of what your would-be customer is saying, simultaneously coming up with creative solutions.

Pain Point Postcards

Direct Mail/Neighborhood FarmingThe counter at reception areas

Anywhere that they might catch the eye Put magnetic cards on the interiors of the elevators

Produce a series of postcards for greater impact

Getting the Client to Talk

• Three types of questions: – Open– Control– Confirming

• Exploring three kinds of information: – Reasons for the pain– The scope or impact of the pain– The specific capabilities needed to address the

pain

Pleasure and Pain

• “The Pleasure-Pain Principal” (Sigmund Freud)– We are biologically programmed to seek pleasure and avoid

pain. – We are internally motivated and drawn toward that

anticipated pleasure and repelled by anticipated pain • Some of us are more drawn to pleasure, even at the risk

of pain, and some of us are move averse to pain, even if we miss out on the pleasure.

• Understanding your client’s TRUE motivation will help you tremendously to provide an exceptionally satisfying real estate experience

Pleasure Principle

• Examples of The Pleasure Principal In Real Estate – The home will make me look good to my friends– The home will make me feel safe– The home will be a good investment– The home will make me feel good about myself– Selling my home will allow me to move on to X

chapter in my life– Selling my home will give me $ in my pocket– Living in the home will be a beautiful experience

Pain Principle

• Examples of The Pain Principal In Real Estate– If I don’t buy this home, I might miss out on a good deal– When I buy a home, my family will no longer be crowded in too small

of a home– If I buy this home, I won’t worry about the safety of my children while

they play– If I buy this home, I won’t worry about the quality of my children’s

education– If I sell my home, I won’t have creditors breathing down my neck– If I sell my home, I won’t be burdened with this huge financial

commitment– If I buy now, are prices still going to drop? Meaning I’ve over-paid?– What if the roof leaks?

Real Estate Pains

• The Pain of Selling a Home for Less Than the Loan

• Need 4 bedrooms, but can’t afford that size of house in the area they want to live in

Pleasure and Pain

PLEASURE SEEKER SIGNS• They drive a fancy car• They want to buy the most

they can afford• They focus on how the

house looks, furniture placement, etc.

PAIN FLEER SIGNS• They are obsessed with the

market and where it might be in six months

• They are very analytical about data, stats and information

• They are very interested in insurance and tax rates

• If they are more motivated by pleasure, focusing more on pain avoidance is not going to matter to them.

Find the True Motivation

If they really are more motivated by mitigating pain or the risk of pain, furniture placement is not going to be on the top of their list.

You will be able to better get to the base issues with your clients, even if they don’t know what they are, by determining what most

motivates them.

Once done, you can “cut to the chase” quicker in finding their dream home and resolving issues.

Remember…

Don’t be afraid of your clients’ pain. When they seem to be making unreasonable requests or are exasperating you with their endless questions or concerns, remember, YOU are the professional. You weren’t hired to be a hot-shot, you were hired to solve problems.

Role Playing