Did you know that emotional pain statistically increases buying motivation by 500%? Behind every sale there is an underlying motive that is often attached to thoughts, feelings and instincts. Subconsciously, our buying decisions are affected by our level of emotional pain.
Emotional pain in a professional sales setting can be described as the extent to which we desire a solution to a personal or organizational problem or relief from an enduring discomfort. Recognizing and understanding buyer pain indicators is an important piece to strategically constructing a sales strategy and ultimately fulfilling the needs of the client. The most beneficial practice when engaging in conversation with a prospective client is asking the right questions and then actively listening.
There are two approaches to consider when engaging conversation with a client:
- The open probe tactic encourages further conversation by asking the client to place their current needs on a scale from 0 to 10. Well-defined absolutes such as 0 and 10 are crucial and stimulate active reflection.
- A multiple choice method gives clients a list of possible situations and encourages them to analyze their current position in comparison to previous clients. Ask for details such as examples, timelines, and previous courses of action, financial position, personal effects, and most importantly how it can be fixed.
In addition to pain, other factors such as fear, present pleasure, future pleasure, interest, arousal and curiosity are also important emotions to monitor and elicit during a sales call. By taking emotions to the next level and authenticating a sincere interest in a client’s needs we can create an open relationship and generate options to meet those needs.