Short excerpt from a YouTube video featuring Alex Hormozi explaining that salespeople should not merely "qualify" prospects for existing pain but proactively build a sense of future pain and urgency through targeted questions and framing; when prospects internalize future pain/fear they are motivated to change now, shortening sales cycles.
I need to qualify them to see if they have enough pain. That's bullshit. A lady on sale comes to you with pain, right? My pain so bad, like my knee is busted. Please, doctor. That's pain. Most prospects are not going to come to you that pain. But you can build that pain that maybe they've never thought about, right? I can build pain that they see in the future could happen if they don't do something now. I can build urgency. Sales cycles go longer because salespeople, they're like, well, you know, they don't have enough pain. They're not qualified. Well, no shit. Like it's your job to build them into the identity of the person who becomes a virus. So you can instill that pain by what you ask and how you get them to internalize it and how you ask that drives that pain. And when they feel tons of pain or fear, future pain, they want to change now. They don't want to push it out.
