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THE PAIN CHAIN



An effective methodology to track
a problem’s impacts right through
an organisation to create a truly
compelling value proposition
THE PAIN CHAIN IS A GREAT SALES TOOL BECAUSE

• A Pain Chain helps you:
     Understand the full impact a
      problem is having on an
      organisation
     Widens your base of contacts in
      an organisation
     Help you qualify an opportunity
      by having a deeper perspective
     Prepare a powerful value
      proposition and sales proposal
     Improve your negotiating
      position
DOMINO EFFECT

• All the people and functions
  within an organisation depend
  on each other
• An impact in one area will have
  impacts on other areas
• When exploring a problem in an
  organisation, a key question is
  “Who else does this affect and
  how?”
FOLLOWING A PROBLEM WIDENS YOUR CONTACTS

• Today organisations buy
  collaboratively
• The sales challenge is to identify
  everybody with a say in the
  decision
• Following a Pain Chain will take
  you to everybody affected by a
  problem
MORE CONTACTS MEANS BETTER KNOWLEDGE

• Talking to all the people affected
  by your proposal will result in
  better information and
  perspective
• Understanding all the solution’s
  impacts in an organisation helps
  you qualify the opportunity
  better
• Being able to propose a
  thorough value proposition
  differentiates your solution and
  increases its value
HERE’S HOW THE
PAIN CHAIN
WORKS…
PROBLEMS, REASONS, IMPACTS AND EFFECTS

• A PROBLEM is caused by a
  REASON                                   REASON
• A Problem has an IMPACT –
  probably financial – on the
  person you’re talking to             PROBLEM
• A Problem also has knock on
  EFFECTS in other parts of the
  organisation                    IMPACT


                                               EFFECTS
THE PAIN CHAIN IS A POWERFUL TOOL

•   The Pain Chain often looks like an
    organisation chart, but it’s not
•   Problems at one level become
    reasons at the next level up
•   Use it as a living document to plan
    and refine a pursuit
•   In meetings, the Pain Chain can
    help diagnose a problem’s impacts
•   In presentations, the Pain Chain
    can show the end-to-end effects of
    a problem
•   The Pain Chain is a great basis for
    internal sales reviews
FOLLOWING A PAIN CHAIN

• Chief Information Officer
     Problem and Effect
         The marketing function are
          unhappy because they can’t
          implement new promotions
          quickly enough
     Reason
         “The booking system is old. It’s
          hard to make changes and they
          take a lot of time”
     Impact
         The old system is expensive to
          maintain and that’s costing £n
FOLLOWING A PAIN CHAIN

• Chief Marketing Officer
     Problem and Effect
         Sales are reduced because we
          can’t get attractive offers to
          market
     Reason
         “We’re losing market share
          because we can’t introduce new
          booking promotions fast
          enough”
     Impact
         We’re having to spend more to
          promote the offers we can make
          and that’s costing £n
FOLLOWING A PAIN CHAIN

• Chief Sales Officer
     Problem and Effect
         “I’m getting grief from the CFO
          because sales targets aren’t
          being met”
     Reason
         “We’re losing business
          customers because our offer
          isn’t exciting enough”
     Impact
         The sales team isn’t as effective
          as it could be and that’s costing
          £n
FOLLOWING A PAIN CHAIN

• Chief Financial Officer
     Problem and Effect
         Missing quarterly revenue and
          profit forecasts
     Reason
         “The sales targets aren’t being
          met”
     Impact
         Our revenues are reducing but
          our costs are constant so our
          profitability is reduced by £n
FOLLOWING A PAIN CHAIN

• Chief Executive Officer
     Problem and Effect
         Earnings per share is falling
     Reason
         “We’re missing our quarterly
          revenue and profit forecasts”
     Impact
         Shareholder value is falling
          because market capitalisation
          has reduced by £n
THE COMPLETE PAIN CHAIN



CEO                CFO                CSO              CMO              CIO
Problem:           Problem:           Problem:         Problem:         Problem:
Decreasing         Missing            Sales targets    Selling offers   Can’t
earnings per       revenue and        not being met    not exciting     introduce new
share              profit forecasts   Reason:          enough           promotions
Reason:            Reason:            Selling offers   Reason:          fast enough
Missing            Sales targets      not exciting     Can’t            Reason:
revenue and        not being met      enough           introduce new    Inflexible
profit forecasts                                       promotions       booking
                                                       fast enough      system
EVERY LINK IN THE PAIN CHAIN HAS A FINANCIAL
IMPACT
        Problem                 Reason                 Financial Impact
  CEO   Decreasing earnings     Missing revenue and    Reduced market
        per share               profit forecasts       capitalisation - £?

  CFO   Missing revenue and     Sales targets not being Lost revenue and
        profit forecasts        met                     margin - £?

  CSO   Sales targets not being Selling offers not     Increased cost/sales
        met                     exciting enough        ratio - £?

  CMO   Selling offers not      Can’t introduce new    Increased marketing
        exciting enough         promotions fast        costs - £?
                                enough
  CIO   Can’t introduce new     Inflexible booking     High maintenance
        promotions fast         system                 costs - £?
        enough
AND THE VALUE PROPOSITION BECOMES…

•   The new booking system will
    enable you to:
      Reduce your current IT costs by £n
       as result of having a more flexible
       booking system
      Increase your market share by
       being able to implement new
       promotions faster whilst reducing
       current marketing costs by £n
      Sell more by having more exciting
       frequent offers and increasing sales
       productivity by £n
      Increase revenues and margins by
       an estimated £n
      Increase earning per share and
       stop decline in market
       capitalisation
SUMMARY
SUMMARY

• The Pain Chain
     Gets you wider access in an
      organisation
     Helps you shape a stronger value
      proposition
     Enables you to build stronger
      relationships
• As you talk to people, recognise
     Problems are caused by reasons
      and have a financial impact
     The reason at one level becomes
      the problem at the previous level
HELPFUL?

• If you’ve found this helpful and   •   Mike McCormac founded Sales
  want to learn more, now                Success and More to help
  schedule an hour’s sales               professional sales people selling
                                         high value services achieve more.
  coaching with me to help you           He has an MBA and his sales
  apply the principles to your           background includes over 15 years
  situation.                             success selling IT services and
• Go to Sales Coaching at Sales          outsourcing. Mike works mainly in
                                         the UK and Cyprus.
  Success and More!
                                     •   Connect on LinkedIn
                                     •   Follow me on Twitter
                                     •   Email me
                                     •   Call me +357 99 860725

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Pain chain

  • 1. THE PAIN CHAIN An effective methodology to track a problem’s impacts right through an organisation to create a truly compelling value proposition
  • 2. THE PAIN CHAIN IS A GREAT SALES TOOL BECAUSE • A Pain Chain helps you:  Understand the full impact a problem is having on an organisation  Widens your base of contacts in an organisation  Help you qualify an opportunity by having a deeper perspective  Prepare a powerful value proposition and sales proposal  Improve your negotiating position
  • 3. DOMINO EFFECT • All the people and functions within an organisation depend on each other • An impact in one area will have impacts on other areas • When exploring a problem in an organisation, a key question is “Who else does this affect and how?”
  • 4. FOLLOWING A PROBLEM WIDENS YOUR CONTACTS • Today organisations buy collaboratively • The sales challenge is to identify everybody with a say in the decision • Following a Pain Chain will take you to everybody affected by a problem
  • 5. MORE CONTACTS MEANS BETTER KNOWLEDGE • Talking to all the people affected by your proposal will result in better information and perspective • Understanding all the solution’s impacts in an organisation helps you qualify the opportunity better • Being able to propose a thorough value proposition differentiates your solution and increases its value
  • 6. HERE’S HOW THE PAIN CHAIN WORKS…
  • 7. PROBLEMS, REASONS, IMPACTS AND EFFECTS • A PROBLEM is caused by a REASON REASON • A Problem has an IMPACT – probably financial – on the person you’re talking to PROBLEM • A Problem also has knock on EFFECTS in other parts of the organisation IMPACT EFFECTS
  • 8. THE PAIN CHAIN IS A POWERFUL TOOL • The Pain Chain often looks like an organisation chart, but it’s not • Problems at one level become reasons at the next level up • Use it as a living document to plan and refine a pursuit • In meetings, the Pain Chain can help diagnose a problem’s impacts • In presentations, the Pain Chain can show the end-to-end effects of a problem • The Pain Chain is a great basis for internal sales reviews
  • 9. FOLLOWING A PAIN CHAIN • Chief Information Officer  Problem and Effect  The marketing function are unhappy because they can’t implement new promotions quickly enough  Reason  “The booking system is old. It’s hard to make changes and they take a lot of time”  Impact  The old system is expensive to maintain and that’s costing £n
  • 10. FOLLOWING A PAIN CHAIN • Chief Marketing Officer  Problem and Effect  Sales are reduced because we can’t get attractive offers to market  Reason  “We’re losing market share because we can’t introduce new booking promotions fast enough”  Impact  We’re having to spend more to promote the offers we can make and that’s costing £n
  • 11. FOLLOWING A PAIN CHAIN • Chief Sales Officer  Problem and Effect  “I’m getting grief from the CFO because sales targets aren’t being met”  Reason  “We’re losing business customers because our offer isn’t exciting enough”  Impact  The sales team isn’t as effective as it could be and that’s costing £n
  • 12. FOLLOWING A PAIN CHAIN • Chief Financial Officer  Problem and Effect  Missing quarterly revenue and profit forecasts  Reason  “The sales targets aren’t being met”  Impact  Our revenues are reducing but our costs are constant so our profitability is reduced by £n
  • 13. FOLLOWING A PAIN CHAIN • Chief Executive Officer  Problem and Effect  Earnings per share is falling  Reason  “We’re missing our quarterly revenue and profit forecasts”  Impact  Shareholder value is falling because market capitalisation has reduced by £n
  • 14. THE COMPLETE PAIN CHAIN CEO CFO CSO CMO CIO Problem: Problem: Problem: Problem: Problem: Decreasing Missing Sales targets Selling offers Can’t earnings per revenue and not being met not exciting introduce new share profit forecasts Reason: enough promotions Reason: Reason: Selling offers Reason: fast enough Missing Sales targets not exciting Can’t Reason: revenue and not being met enough introduce new Inflexible profit forecasts promotions booking fast enough system
  • 15. EVERY LINK IN THE PAIN CHAIN HAS A FINANCIAL IMPACT Problem Reason Financial Impact CEO Decreasing earnings Missing revenue and Reduced market per share profit forecasts capitalisation - £? CFO Missing revenue and Sales targets not being Lost revenue and profit forecasts met margin - £? CSO Sales targets not being Selling offers not Increased cost/sales met exciting enough ratio - £? CMO Selling offers not Can’t introduce new Increased marketing exciting enough promotions fast costs - £? enough CIO Can’t introduce new Inflexible booking High maintenance promotions fast system costs - £? enough
  • 16. AND THE VALUE PROPOSITION BECOMES… • The new booking system will enable you to:  Reduce your current IT costs by £n as result of having a more flexible booking system  Increase your market share by being able to implement new promotions faster whilst reducing current marketing costs by £n  Sell more by having more exciting frequent offers and increasing sales productivity by £n  Increase revenues and margins by an estimated £n  Increase earning per share and stop decline in market capitalisation
  • 18. SUMMARY • The Pain Chain  Gets you wider access in an organisation  Helps you shape a stronger value proposition  Enables you to build stronger relationships • As you talk to people, recognise  Problems are caused by reasons and have a financial impact  The reason at one level becomes the problem at the previous level
  • 19. HELPFUL? • If you’ve found this helpful and • Mike McCormac founded Sales want to learn more, now Success and More to help schedule an hour’s sales professional sales people selling high value services achieve more. coaching with me to help you He has an MBA and his sales apply the principles to your background includes over 15 years situation. success selling IT services and • Go to Sales Coaching at Sales outsourcing. Mike works mainly in the UK and Cyprus. Success and More! • Connect on LinkedIn • Follow me on Twitter • Email me • Call me +357 99 860725