A sales-focused coaching excerpt advising that sales calls should make clients "relive their pain" to motivate change. The speaker argues that pain or fear drives clients to act; salespeople should ask probing questions to uncover the duration and cost of the problem, establish a gap between current and desired states, and position their product/service as the bridge.
In every sales call that you have, you need to get the client to relive their pain. Because if you look at the 30,000 foot view of what we're trying to do on a sales call is we're trying to get clients to change. Now how do we get them to change? What motivates them to change? Well, what motivates them is pain or the fear of something happening that would cause them pain. So in order to get them to change, which would be them purchasing your content, working with you, we would need to get them to relive the pain. And we need to ask questions that dig up that pain and get them to realize how long this problem has been a problem and how much this problem has actually been costing them. And we need to establish a gap of where they are to where they want to be. And then our product or service will then bridge that gap of where they are to where they want to be.
