SALES STRATEGIES
No Pain, No Gain:
Finding Your Prospect ' s Pain Is Critical To Making The Sale
BY SITIMA FOWLER & RAY GREEN
Sales hinges on emotional connection.
Without it, your prospect will view you as a smarmy used car salesperson. That’ s why it’ s crucial to build authentic, empathetic connection during the discovery meeting.
The discovery meeting is step 2 of the 5-Step Process to Closing an MSP Sale. Sitima Fowler and Ray Green, MSP sales experts who teach this process, explain the how’ s and why’ s behind asking guiding questions, designed to get prospects to sell themselves, while getting you the information needed to put together a first-class proposal.
Finding the pain is part 2 of the discovery meeting. If you missed the previous installment on learning how your prospect uses technology, see the Oct./ Nov. Issue of MSP Success by scanning the QR code or go to MSPSuccess. com / october-november-2024-issue.
FINDING THE PAIN
Before you learn how to find the pain, you must understand the why.
He Said: Sales is about emotional connection, even B2B sales of IT services. At the end of the day, the person is making an emotion-based decision, which they justify with logic. The technological challenges you’ ve learned about so far are problem-based. Pain is emotion-based. I always separate those in sales. If you walk into your doctor ' s office with a broken toe, that ' s the problem. What ' s the pain that ' s associated with that— the symptoms?
She Said: Right! It’ s the same thing in sales. If they feel the pain, there is going to be a reaction.
Follow the process we’ re about to describe even if you know what the pain is, because you still need to create that emotional connection and make the prospect feel it
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