Chapter 18: Buyer Belief 4 – Discomfort Felt

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Common Objections in this Category

  1. Just send me your literature.
  2. Don't have time to discuss this now.
  3. No one paying attention to this area.
  4. We'll muddle through.
  5. It's too much hassle.
  6. We won't use it.

Category Overview

If a prospective customer doesn't feel any discomfort from not having a “need” or “want” filled, then it becomes of little importance to change what they are doing now.

Learning about your prospect’s business is necessary to know where to look for the pain or where you could quantifiably improve their situation. Let your Unique Selling Points (USP) guide your Research Questions to explore for the missing Advantages and Benefits provided by your Unique Selling Points (USP) Feature:

  1. Prospect’s products and services: USPs related to helping make the prospect’s products and services better. USPs related to how their sales strategy may be affected by your products and services.
  2. Prospect’s critical processes: USPs related to how they make their money. Map the workflow process to see the critical areas where what you sell impacts their ability to make money: increase profits, reduce costs, strengthen image, and reduce risks.
  3. Prospect’s business plan: USPs related to the prospect’s strategic initiatives, goals, buying cycles, budgeting, and so on.

By asking questions about the missing Advantages and Benefits of your Unique Selling Points, you will raise the awareness in the prospect’s mind of how it would feel not to have this need filled. The more missing Advantages and Benefits of your Unique Selling Points you can address, the greater the discomfort they feel. The more you can quantify the pain subjectively and financially, the greater the discomfort and the stronger the motivation will be to get the Benefits.

However, to establish this Buyer Belief, you need only to bring awareness to the discomfort they feel caused by the missing Advantages and Benefits of your USPs. The intensity of the pain or gain desired is created by other methods used to establish the Buyer Beliefs “Need has Priority” and “ROI.”

For example, you might ask, “What are your greatest areas of concern about ____?” “Where are the headaches?” “Where's the pain in this area?” “Where are your greatest concerns?” “How does _____ feel about that happening so often?” “Who’s most frustrated about this?” “How does this affect ____?” “Who are the stakeholders?” “What would make that better?” “What are the costs involved?”


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