Pain (Identifying Reasons to Do Business)

Levels of Pain

Personal Impact How the problem affects the person talking to you.

Business Reasons The underlying reasons for the problem(s) from a business perspective.

Surface Customer describes issues and admits problem.

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

Pain vs. Features & Benefits

FEATURE BENEFIT PAIN: CONSEQUENCES FOR NOT HAVING
Sales rep sounds & acts like a typical salesperson. Prospects have heard it all before and feel like they are being sold.

IMPACT

Sandler Example Non-traditional selling approach

You don't act and sound like every other salesperson. Prospects aren't likely to stereotype you. Prospects normal defenses won't fit.

Sandler Example

Allows for continuous growth. Learn at your own speed. On-going (not Repetition/ one-shot or short- reinforcement means term) training you don't have to get it the first time.

Progress is limited to what you can absorb and learn to apply during the training session. What you don't understand at first is often lost.

Printer Example Custom printing of multi-part carbonless forms done in-house

Quick turn-around; four days vs. three weeks. Lower costs; no expedite premiums required as when expedited through outside specialty house.

Long delivery time frame to receive inventory items. When needed in less time significant costs are incurredmust pay higher prices.

Prospects quickly build walls. My salespeople get constant rejection. They feel uncomfortable, aren't consistent, and the numbers show it. Salespeople are frustrated trying to absorb material. Slip back to old ways. Performance remains unchanged; company sales growth is unrealized. Frustrated with special attention required to manage inventory/usage. Can't process orders when waiting for forms; order log backs upmust pay more to expedite delivery.

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

Locating Pain

Why shouldn't you take anything with you on the first call?

Why would you act like a newspaper reporter during the Pain Step?

Why would you take notes furiously?

What should you be looking for when uncovering pain and why is it important?

Why must pain be personalized?

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

Locating Pain (contd)

How will you know you have found pain?

List the pain words you are likely to hear.

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

SANDLER PAIN FUNNEL

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

Surface Pains

Pain indicators are surface problems the prospect openly shares with you. Below is a list of the pain indicators your prospect may share.

SURFACE ISSUES PROSPECT SHARES WITH YOU

Surface Issue: Three reasons for the problem (contributing factors):

Surface Issue:

Three reasons for the problem (contributing factors):

Surface Issue:

Three reasons for the problem (contributing factors):

2009 Sandler Systems, Inc. All rights reserved.

Pain (Identifying Reasons to Do Business)

Transition From Up-Front Contract to Pain

Salesperson: Typically when I talk to a prospect like you about increasing the profitability of the business, he discovers that my company may have solutions to challenges associated with:

A: ___________ (pain #1)

B:

__________ (pain #2)

C: ___________ (pain #3)

Salesperson: If you had to pick the one where you are facing the greatest challenge, which would it be? (Allow for response.) That is interesting. Why did you pick that one? Start following the SANDLER PAIN FUNNE questions.

2009 Sandler Systems, Inc. All rights reserved.