Pink has a list of rules and core concepts that he describes to aid in the sales process. Rule #38 says that “the problem the prospect brings you is never the real problem.” If this is true, how can you fully understand how to solve the customer’s problem if they aren’t clear on what their problem is in the first place? The truth is, if you can’t get to the root of what their real need is, you will lose the sale before it begins by trying to satisfy the wrong need. So you need to get to the root of the problem without offending the customer.
The best way to do this is by asking questions. The customer is not always aware of the core issue but more than likely, they don’t want to reveal the underlying issue. Just like we as the salespeople don’t want to spill our candy in the lobby, the customer needs to keep some of the power to ensure that they aren’t going to get conned. By asking questions, you are able to get more information and better understand the customer’s core issue. As the salesperson, it’s good to have a healthy amount of skepticism, basically to trust that they aren’t telling the whole story, but you also need to be aware of false premises. This is where the pain funnel comes in, to help you get to “the real why.” By asking a few questions and then listening, you give the customer room to express their needs. Then explore the surface pain deeper into any possible implications.
By having a healthy amount of skepticism, and then asking lots of questions to get to the root of the customer’s issue, you’ll protect yourself from trying to solve the wrong need and losing out on a sale.
BoweryJE22
I really like that you chose to focus in on this rule. I think that this is very important because pain is the core to selling, and if the customer is telling you false pain, then you will not truly have a good understanding on what you are trying to sell to.