Video Sales Training – Going Postal on Selling the Pain over Gain Featuring Victor Antonio of Sales Influence
Talking about Pain Not talking about physical pain, but an emotional response What problems are they trying to solve? More importantly, what is the cost to them for not fixing the problem? Most buying decisions are made emotionally and justified logically. Many buying decisions are made to relieve some form of pain. An unfulfilled need can become a pain. More often than not feelings drive buying decisions. Emotion motivates, logic substantiates. We cannot be with the client when they are experiencing pain, because it normally occurs before and after a sales call. Therefore, we need to get the customer to talk about their pain so they can relive it and feel the experience. This is done through effective probing and listening. If we can get our clients to believe our solutions to quell their pain, then they will be motivated to buy from us. View slide
Uncovering the Pain Uncovering your customers pain through probing Open-ended probesThese are questions that solicit a descriptive response. Often these questions, which can also be called empathetic probes, start with, "Tell me about..." Closed probes These are essentially "yes," or "no" questions. These can also be characterized as logic probes. View slide
Uncovering the Pain Once a pain is revealed, you need to ask the client how it feels. Evoke an emotional response, bring the customer back to their basic motivation for buying - solving a problem. Using this approach helps us cut through the customers built in defenses and allows us to operate on a strictly emotional level, something that will ultimately motivate them into action. Match the benefits to the customer's need. Align your products benefits to that clients needs using closed ended questions try asking your client if they can see how your product might be able to solve their problems. This practice is also called a trial close Buying is about more than facts. Normally the buying process is facilitated by some unmet need, or problem.
Uncovering the Pain Recognizing client pain is a skill you can pick up on quickly. You can elicit “pain statements” by asking questions such as, “What frustrates you the most when dealing with companies that do what we do?” Get ready for answers such as “I’m really frustrated when…,” “I’m fed up with companies that..., or “I can’t stand it when….” Listen closely to the emotional components of what your would-be customer is saying, simultaneously coming up with creative solutions.
Pain Point Postcards Direct Mail/Neighborhood Farming The counter at reception areas Anywhere that they might catch the eye Put magnetic cards on the interiors of the elevators Produce a series of postcards for greater impact
Getting the Client to Talk Three types of questions: Open Control Confirming Exploring three kinds of information: Reasons for the pain The scope or impact of the pain The specific capabilities needed to address the pain
Pleasure and Pain “The Pleasure-Pain Principal” (Sigmund Freud) We are biologically programmed to seek pleasure and avoid pain. We are internally motivated and drawn toward that anticipated pleasure and repelled by anticipated pain Some of us are more drawn to pleasure, even at the risk of pain, and some of us are move averse to pain, even if we miss out on the pleasure. Understanding your client’s TRUE motivation will help you tremendously to provide an exceptionally satisfying real estate experience
Pleasure Principle Examples of The Pleasure Principal In Real Estate The home will make me look good to my friends The home will make me feel safe The home will be a good investment The home will make me feel good about myself Selling my home will allow me to move on to X chapter in my life Selling my home will give me $ in my pocket Living in the home will be a beautiful experience
Pain Principle Examples of The Pain Principal In Real Estate If I don’t buy this home, I might miss out on a good deal When I buy a home, my family will no longer be crowded in too small of a home If I buy this home, I won’t worry about the safety of my children while they play If I buy this home, I won’t worry about the quality of my children’s education If I sell my home, I won’t have creditors breathing down my neck If I sell my home, I won’t be burdened with this huge financial commitment If I buy now, are prices still going to drop? Meaning I’ve over-paid? What if the roof leaks?
Real Estate Pains The Pain of Selling a Home for Less Than the Loan Need 4 bedrooms, but can’t afford that size of house in the area they want to live in
Pleasure and Pain Pleasure Seeker Signs Pain Fleer Signs They drive a fancy car They want to buy the most they can afford They focus on how the house looks, furniture placement, etc. They are obsessed with the market and where it might be in six months They are very analytical about data, stats and information They are very interested in insurance and tax rates If they are more motivated by pleasure, focusing more on pain avoidance is not going to matter to them.
Find the True Motivation If they really are more motivated by mitigating pain or the risk of pain, furniture placement is not going to be on the top of their list. You will be able to better get to the base issues with your clients, even if they don’t know what they are, by determining what most motivates them. Once done, you can “cut to the chase” quicker in finding their dream home and resolving issues.
Remember… Don’t be afraid of your clients’ pain. When they seem to be making unreasonable requests or are exasperating you with their endless questions or concerns, remember, YOU are the professional. You weren’t hired to be a hot-shot, you were hired to solve problems.