It’s a PAIN Problem
By Tony Cole
Have You Done Your Job?
The amount of mental anguish your prospect has will determine how much time, money and effort they will invest to fix the problem.
You must DRILL DOWN to find the pain.
Play The Sales Brew:
By Tony Cole, President of Anthony Cole Training Group
The amount of mental anguish your prospect has will determine the amount of time, money and resources they will invest to get rid of the anguish. In other words, if you are having trouble with budget, someone’s coming to you and saying, “Listen, I don’t have the money to do this” what they’re saying to you is “I’m not in enough pain to spend the money to fix it.”
We had account that we’ve been with for three years and they had the budget squeeze put on them and they decided to stop the training. No, it wasn’t a budget problem; it was a PAIN problem. Obviously, from their perspective, they felt like they’d solved all their training issues. Not having people produce was no longer painful for them. They’d had a good 1998; 1999 looked good. They’re thinking, “You know what? I think we have this training thing figured out.” There was no longer any pain for our services, so that’s where they cut the budget.
Was it their problem? No. Was it my problem? Yes. Why? I did not do a good enough job to help them identify pains they might have in 1999 relative to other products and services that we might offer.
Only one thing removes the pain – action. And that action is your prospect saying “yes.” A “no” is the decision to ignore the pain. So, if yes is the only thing that fixes it and no is ignoring the pain, then I have a question for you. WHY will you continue to accept think-it-overs? Or I-gotta-talk-it-over, or I-gotta-look-at-the-numbers? That doesn’t eliminate the pain. What the prospect is telling you when they want to think it over – and there’s lot of things we put under the broad category of TIO or think-it-over – what they’re telling you is, “I have not associated massive pain to not changing.”
And whose fault is that?
As my trainer taught me, there’s no such thing as a bad prospect; there’s just a bad sales person. When your prospect isn’t taking action, it’s because YOU haven’t elicited enough pain. You’ve not gotten commitment. And the reason they won’t commit to you is they haven’t dealt with the pain issue as being real pain.