In this session, you will learn how to define a prospect’s needs, wants, challenges, problems and determine the urgency and feelings they have about the issues you uncover. You will learn the four levels of pain and how to use specific questioning techniques to uncover the intensity of their motivation. You will also learn how to qualify or disqualify the opportunity based on whether your product or service could solve the problems identified.

1. Selling Smart Workshop Series

2. Selling Smart Workshop:
Identifying Compelling Reasons for a Prospect to Buy
Joy Smith–
Kemner-Iott Group
Eric Jarvis–
Johnson Controls
Joe Marr –
Sandler Training Ann Arbor

3. Selling Smart Workshop:
Format
Workshop 9 – 10 am:
 Interactive Training Session
 Addressing Common Challenges
Panel Q & A 10 – 11 am
 Application
 Specific challenges in your business
 Anything

4. Selling Smart Workshop Today:
Identifying Compelling Reasons for a Prospect to Buy
 Workshop : Prospects buy for their
reasons, not the salesperson’s reasons.
How to identify a prospect’s needs
emotionally and what motivates them to
make buying decisions
Panel Q & A : How pain-based selling
works, real-world

5. It’s 3 am:
 Situation 1
 Situation 2

6. Sandler Rules
 Prospects buy for their reasons, not the
salesperson’s reasons.
 Not every prospect is qualified to
become a customer.

7. The spot at left and the blotch at right, show neural activity in a part of the brain
called the nucleus accumbens when a person experienced the urge to purchase.

8. Buying Emotions
 Pain in the present
 Pain in future
 Pleasure in present
 Pleasure in the future

9. 3 Pain Levels: + Feelings
Impact
How the problem
affects the person
talking to you.
Reasons
The underlying reasons
for the problem(s) from
a business perspective.
Surface
Prospect describes
issues and admits
problem.

11. “Magic Dust”

12. Sandler Rules
 Stop selling features and benefits.
 If the competition is doing something,
stop it right away. Do something else!
 No pain, no sale.
 The problem the prospect brings you is
never the real problem.
 People buy emotionally; they only make
decision intellectually.

13. Our Favorite Sandler Rules:
 People buy for their reasons…
 If you don’t know them…how can you differentiate?
 Not every prospect is qualified to be a
customer.
 So don’t invest a lot of time until…
 Never Cheer for the visiting team.
 Stop bragging about what you like.

14. Reviewing and Summarizing Pain
 Review all pains
 Pain by the numbers
 Cost
 Opportunity
 Consequences
 Understanding
 Confirm you’ve got it all…then what?

15. Questions Worksheet
Educating With Questions Worksheet
One powerful method of conveying information is to ask questions, the answers to which are the
information you want them to discover. Rule: When you’re tellin’, you’re not sellin’.
I don’t suppose …
I don’t suppose being able to recover your investment in a year or less would have a
major impact on your decision, would it? Follow an affirmative response with… How so?
Let’s pretend …
Let’s pretend that you could reduce your staff workload by 20%; would that be
important? Follow an affirmative response with… Why is that?
If I were to say … what would you say?
If I were to say that you could eliminate several steps in your current process, what
would you say? Follow an affirmative response with… Is there some reason you
wouldn’t want to do that?
… is that a fair statement?
Significantly reducing the costs in this area would have a big impact on your operating
budget. Is that a fair statement?
Did we discuss …?
Did we discuss the fact that there is very little training needed for the people who would
operate the system? Follow an affirmative response with… And, your feelings about that
are…?
If I were to suggest (say)… what would you do (say, do, think)?
If I were to suggest that you could fund the program within your current supply budget,
what would you think?

16. Exercise – Pair-off
 Review Pain Funnel Handout
 5 minutes – pair off
 Practice asking pain funnel
questions
 Partner provide feedback, help
refine

17. Lessons Learned
 One takeaway
 Can you use it?
 On Business Card:
 Questions – “Q”
 Speaking Opportunities – “S”
 Contact me – “C”
 Raffle

18. Questions for the Panel
On break take a moment to write
questions for the panel about:
 The workshop
 The panelists application of tactics
 Specific challenges in your business
 Anything

19. Selling Smart Workshop:
Identifying Compelling Reasons for a Prospect to Buy
Joy Smith–
Kemner-Iott Group
Eric Jarvis–
Johnson Controls
Joe Marr –
Sandler Training Ann Arbor

20. Selling Smart Workshop Series
April 3, 2013 9-11 am
Building Trusting Relationships by
Challenging Prospects

21. Selling Smart Workshop Series