Identifying Pain Points in Sales: How To Keep Prospects Engaged

The pain step is when a salesperson helps a prospect uncover the real, often emotional, reason to do business, take action, or do business differently. A prospect who understands how impactful that problem is and is committed to taking action to solve that problem will do something different.

Well, the Good Pain Step ensures the prospect stays motivated and insulates you and your company from competition.

One benefit of the pain step, which is often overlooked, is that it helps the salesperson understand what the prospect needs from them. That prospect is so much more likely to take action with you in a timely manner. Salespeople skip the pain step for both conceptual and technical reasons. Asking great, well-timed, well-placed, challenging questions is not something everybody is able to do.

And it takes some reps to learn and figure out how to do that well. You can get a sense that the pain step has been skipped or missed. If you have any of these typical sales problems, but you have a prospect who's not getting back to you or ghosting you, A prospect that once had a tremendous amount of urgency that no longer has urgency. A prospect who invites competitors in especially late in their buying cycle, or a prospect who is beginning to put price pressure on you. Paying is the most direct and most efficient way to uncover your prospect's needs so that you can provide the right solution.