A short instructional transcript from Kevin 'KD' Dorsey contrasting 'pain selling' (which can make prospects defensive) with 'problem selling' (which normalizes the issue). Advises using 'not your fault' language, seeding and priming, asking how long the prospect has been dealing with the problem, and 'unselling' the current state to motivate change.
This is a big difference between like pain selling and problem selling. Pain selling is trying to make that person hurt. How do people respond when something hurts? They back away but by alleviating the pain. Right? Because other people are dealing with it too. Now you're talking about a problem. It's like Yo, I'm talking VPs everywhere. They are all dealing with this right now. It takes some of that pain away and we can actually talk about the problem because I'm not feeling defensive anymore because I know other people are dealing with it too. Right? So that not your fault type of language. But what we're setting up here is that the current way isn't working and second that a change is needed. Right? So remember we talked about seeding words and priming. So what's prevented change in the past? How long have you been dealing with this? Right? We're trying to unsell them on the now.
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