Strip it right back and there are two main reasons people buy:
- To improve their situation and gain something (to feel good)
- To solve a problem and reduce or remove pain (to stop feeling bad)
This applies on a small scale and a large one.
Two drivers, two different conversations
Take two people whose cars are becoming less reliable. Jayne is anxious about big repair bills, being late for work and possibly having to hire a car. She isn’t bothered about the latest model. Jayne is buying to avoid the pain of inconvenience.
Chance’s car has got noisier and feels dated now that a newer model is out. He wants something he’ll enjoy driving that creates a better impression. Chance is buying to feel good.
Same situation, completely different motives. Pitch the shiny new features to Jayne, or reliability statistics to Chance, and you’ll miss the mark with both.
It’s the same in business
One company replaces failing machinery only after losing a contract through under-delivery: pain. Another invests to grow capacity and win new work: gain. Your questions need to uncover which motive is in play, then position your product or service to match.
Try this
On your next few calls, ask about both: “What impact is this having on you?” (pain) and “What would a great outcome look like?” (gain). Then reflect their words back when you make your recommendation.
Want your team doing this every day?
Reading a tip is easy. Making it a habit across a whole team is where training comes in.
Talk to Martyn