When you’re speaking with your clients, you can go one of two ways. You can focus on the benefits of the product, what’s in it for them, and how their lives could be changed by taking the plunge and buying it. Or, you can focus on their pain points—getting to the root of what’s bothering them and then explaining how you can help them out.
It’s a classic game of pain or pleasure, and it’s hard to figure out which path you should take. There’s no one-size-fits-all approach here. We’ll give you the breakdown on both options: pain and pleasure. And you can decide for yourself what’s best for your clients.
Someone who focuses on pain points is ready to show their clients that they can avoid pain points with a particular product or service. These types of sellers are ready for a client to say, “Here’s what’s been bothering me.” It’s not something negative. Instead, it’s a way to highlight how your product could solve your client’s problems.
Everyone has a problem—or multiple problems! You can connect with your client by talking about these problems without spinning the conversation into something negative. You’ll start with a pain point. You’ll ask clarifying questions like, “Tell me more about that” or “How long has this been going on?” and once you get to the crux of the problem, you can introduce how your product can help with the problem. It’s when you find a way to shift the topic over to explaining what you can do for your client instead of just focusing on what’s been bugging them. Ask something like, “How important is it for you to change your situation?”
You can show your client that you can offer a solution (or many solutions) so that they can overcome what they’ve been dealing with.
A Focus on Pleasure
A lot of people dread the stereotypical pleasure-focused sales calls. These calls are often associated with old-time infomercials and cheesy ads that scream “Buy our product. It’s great!” in your face.
The pleasure focus is not like that at all, though. This focus should be about you offering an explanation for your product, not a dishonest attempt at tricking your customer. Why? Because you believe in your product. Because you know that your product/service offers more value than its cost, and you know that it can offer pleasure to your client.
In reality, focusing on pleasure is simple. You don’t have to do much other than speak the truth. Of course, you don’t want to go overboard or sell yourself short—there’s a balance. Position yourself as an expert on the product (because you are!), and hold a deep, meaningful conversation with your client to offer insight on what you’re selling. That’s how you focus on pleasure!
Pain or pleasure? You tell me. The strategy is the same, but there are different ways to approach it. Figure out what works best for your clients, focus on how your product can help, and the rest will fall into place.
This article you just read now is an important part of my Get Clients. Not Leads.™ philosophy. You need to know what specifically you will be appealing to so that you can increase the chances of gaining a client! I recommend you read the article “What Is A Mutually Beneficial Outcome?” next so you can see how to advance towards changing the prospective client into your paying client!
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