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Increase Sales Coaching Tip - Build the Pain

Leanne Hoagland-Smith

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Need to quickly increase sales? Do you know why people change? And more importantly what does that have to do with you as a sales professional?

Why do people change? Why do they switch from one product or vendor to another?
Yes, the switch is a direct result of the relationship or lack therefore between the customer and the business.

However, there is an emotional trigger that starts this switching process. An old adage that I use with my sales coaching clients is this:

No one wants to be sold; but everyone loves to buy.

The sales process is one based upon emotional needs either known or unknown. Successful sales professionals truly understand how to excite, build and leverage these emotions to an outcome where the goal to increase sales is realized.

Simply speaking, people change for one of two reasons: to avoid the pain or to secure the gain. In other words, your ultimate goal is to make your prospects’ lives easier. Of course, in many cases, they do not see how your products or services can do that. And your role as the sales professional is to focus on the pain or the gain.

Finding pain is always easier than finding gain because people avoid pain. By taking this approach, you can then tie the pain to the gain. Of course, you cannot do either until a relationship is firmly established or you have permission to continue.

For example, the other day at a business luncheon, I met a woman who was with her husband, a lawyer. She shared with me that she was a retired physical therapist and proceeded to engage in a lengthy conversation about her family and especially her son. Listening, I could hear that was a lot of pain from this mother about her son.

Finally, after 5 plus minutes of talking to me and me attentively listening to her, she then noticed my briefcase which is a walking billboard of what I do. She read the first line: M. A. P. for Success© and asked what do I do?

My response (based upon our conversation) is that I help individuals and businesses get to where they wish to go. Her quick response was: Do you help individuals who are unsure of what they want? Yes, I replied, that is part of what I do. Then she asked for my business card and said she would be calling.

In this conversation the pain was so great, that I did not need to sell anything except to listen to her. Even though there were plenty of other business owners I wanted to meet, I kept engaged in conversation with her because not to do so would be disrespectful.

Sales professionals that know how to develop the pain and leverage any existing pain demonstrate exceptional sales skills that include active listening and effective questioning. If you want to increase sales, then look for the pain and build that pain. You may be quickly surprised by the results.

Did you know that loyal customers are worth their weight in gold? This free audit looks to how you can build loyal customers .

Looking for other sales coaching tips and advice? Then visit the sales coaching gym.

Leanne Hoagland-Smith, chief customer officer, helps organizations through business training coaching services to return to the purpose of business that being building raving fans while increasing productivity and profitability. With offices in Chicago, Indianapolis and colleagues nationwide, she can help you become the Red Jacket in the Sea of Gray Suits. Call 219.759.5601 to schedule a free business coaching consultation.


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