Pain is not a customer need. It may lead to a need or may indicate the existence of a need (one that the customer may not know they have), but it is typically the most obvious cue that you will hear from a customer.
When customers are in pain, they are:
Confused – Worried – Unsure – Anxious – Angry
The pain will manifest itself in what they say and how they say it. By picking up the pain cues and asking probes to clarify the WHAT and WHY of their pain, you will typically find a need just below the surface. By addressing the pain (providing relief), finding the need and providing a solution you will be able to close more business and build loyalty amongst your customers.
Will alleviating customer pain always lead to more business for a sales person? No, not necessarily, but if you avoid a customer’s pain altogether your opportunities for future business will be diminished. So address and provide relief for their pain, find out what needs are below the surface and you’ll close business as a result of it, build deeper customer relationships, and get more future referrals.
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