November 2015 Featured Articles

Desire and Pain in Selling

 Sheryl Wolowyk

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When you want people to buy from you, there are a few techniques you absolutely must implement when selling… whether on the phone or from the stage.

Potential clients may be attracted by outrageous offers, dramatic demonstrations, and interesting presentations, but if you don't say the right things, your efforts won't hold much ground. And people will probably choose not to buy from you.

If you want your prospects to pull out their wallets, you need to aim straight for the heart. Hit their emotional buttons. And the best way to do that is through pain and desire.

Think about the biggest industries out there – finance, health and wellness, beauty – each one hones in on an aspect of your life you're frustrated with. Your bank account, your waistline, how you look. All huge pain points in our society.

Once they convince you how bad things are, they turn it around and show you the solution to all of your problems. How you'll earn more money, get a slimmer waist, and achieve smoother skin just by buying their product or service. Stirring the desire within you for a solution, and transferring it onto what they are selling.

So, today, I'm going to discuss the quickest way to your prospect's wallet – their heart. And how you can tap into two key emotions effectively.

We'll dive deep into what we're really spending our money on…

How to hit pain points effectively in all of your sales presentations…

And how to stir the desire that sits deep within your prospect's soul…

What We're REALLY Buying

problem.smWhen you think about it, every product exists to solve a problem or fulfill a desire.

Medicine is designed to relieve symptoms of illnesses, eye glasses are to correct vision, and bookshelves are to hold and organize books. All of these things make life simpler, better, and more pleasurable.

Obviously not all struggles are equal, but for anyone who has a fear, frustration, or a problem, it matters. Curing a debilitating disease might be more important in the grand scheme of things than losing weight to look good for a wedding. However, to the person who is getting married, feeling confident on their wedding day is everything.

Frankly, we buy products and services for the outcomes. Solving our biggest problems, frustrations, and fears. Or making our most lofty desires reality. Perhaps a combination of both.

Humans are funny creatures, especially when it comes to consumerism. It's been proven over and over again that solving problems or achieving dreams sells better than anything else. You'll rarely hire a tutor just for the sake of it. However, if you were struggling to pass the bar exam, and were going to lose your job if you failed it one more time, you might hire one. Conversely, you might hire one to get you into your dream school.

We focus a lot on pain in sales, but it's important to understand that not every person who wants to achieve a lofty dream has a huge, glaring problem to begin with. For example, a groom may want to get in shape for his wedding to feel stronger and more confident in his body, even though he's not all that unhealthy or out of shape to begin with.

As an Expertpreneur®, you have to focus on the strongest points that would affect a buying decision. What keeps your prospect up at night? What is their deepest fear, frustration, or problem? How will your product help them see a desirable outcome? Experience the transformation of their dreams?

Only with that knowledge can you give a sales presentation, or position an offer over the phone, that will stir them to take action.

Working with their Pain

In order to successfully tap into your prospect's pain, you have to figure out what exactly it is.

You have to study your Ideal Client inside and out. Their fears, frustrations, problems, hopes, and dreams. Where they hang out and how they spend their time.

Communicate with them on forums and social media. Read their reviews about products similar to yours on Amazon. Scope out your competition and see what they don't like about them.

As you gather this intelligence, write it all down. Create a list of all of their problems, line by line.

By doing this, when it comes time for you to create and sell a product, you'll be able to easily choose a strong pain point to focus on. You'll be able to solve a huge problem in your prospect's life, alleviate a fear, or ease a frustration.

And that will get their attention.

Now, when it comes to applying pain points, it's important to consider a very popular acronym in copywriting made famous by Dan Kennedy: Problem. Agitate. Problem. Solution. (P.A.P.S.) No matter what modality you use, whether it’s selling from the stage, or closing the deal during a free phone consultation, you want to consider this formula.

First, introduce a problem your audience is having. Make it crystal clear, and really emphasize the worst parts of it.

Think about those before-and-after photos in weight-loss ads. The before photos are typically awful, right? The lighting is unflattering, the model isn't well put together, and they look unhealthy.

That is because they want to point out just how bad that person “has it.” A point you want to convey immediately in your sales presentation, through a strong headline, an image, or a demonstration.

By doing so, your audience will identify immediately with the problem. And you'll have their undivided attention.

Next, you have to make it worse.

You must bring up all of the repercussions of going through life with their problem, frustration, or fear. For example, if you're a weight-loss coach, you would “agitate” the condition of being overweight…

“You are unhappy with your body because you lack confidence, are afraid to go to the beach, and have several health problems. You keep throwing out clothes because they no longer fit and you aren't enjoying life as much as other people, because you are so self-conscious.

Unfortunately, as you get older it'll become harder and harder to reach your goals. So, you'll keep putting it off, ultimately gaining more weight, until it's too late. Living your entire life unhappy, unhealthy, and missing out on many of life's opportunities.”

If you were feeling frustrated with your weight situation, that right there would put you over the edge. It would wake you up to the potential of missing out on life. And waiting until it's too late.

However, there is a light at the end of the tunnel! Once you've agitated the pain until it's overwhelming, you must reveal the solution that will change everything. Stirring up their desire within.

Stirring Desire vs. Creating Desire

If you've ever gone to a car dealership, you've experienced an attempt at “creating desire.”

The clichéd greasy salesman doing his darnedest to convince you that you want a certain car. That the car's features will change your life. That this is the be-all end-all of cars.

And inevitably you roll your eyes and walk away because he hasn't convinced you in the slightest.

The fact of the matter is that you cannot create desire in a person. It just doesn't work. If they don't have a need for what you're offering, or don't know they need it, or they don’t want it to begin with, then they're not going to buy it.

However, you can stir desire. Get them to realize how much they wanted the thing you are offering.

When dealing with people who don't have huge problems, you want to focus on showing them their life after getting their desires. Driving a cool new car that will make them the envy of all of their friends. Spending more time with family, traveling wherever they want for however long, because they have more money, or, like I mentioned before, looking great at their wedding.

They'll be able to place themselves in those ideal situations and picture life on “the other side.” Which will make them eager to hear how you can help them achieve that. This will make way for you to introduce your product or service for them to buy.

For those suffering from a problem, it's about showing them the light at the end of the tunnel. You see, when you've beaten down your prospect with how bad their problem is, and how much worse it could get if they ignore it, they will be in a position to listen to anything positive that could help them. And that's where your big hopeful promise comes in!

Take the opportunity to show them a day in their life after using your solution. Remember, people buy outcomes not features of your product or service.

If you were continuing with our previous weight-loss example, you might say, “What if I told you there was a way out? Imagine waking up in the morning, looking in the mirror, and smiling at what you see. Picking up that old pair of jeans from college and sliding them on, no problem. Going out to the beach, and confidently donning your bathing suit for all to see. Your friends are shocked at your transformation. They all want to know your secret. When you go to work, you become the envy of the office.”

Suddenly life sounds a lot better right? Wouldn't you be dying to know how this was possible? What could possibly turn this dream into a reality?

That's where you introduce your product or service. The thing they can buy to experience the transformation they've always hoped and dreamed for. Show them what it can do, provide social proof that it has worked, and you will have created a compelling case for your prospect to spend their money with you.

The Most Effective Sales Method

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Truly, if you want to sell, you have to adopt desire and pain into your presentations. These approaches will resonate much better with your prospects than anything else.

Harnessing emotions in this way may seem manipulative, but it's only negative if you are being unscrupulous. Commit yourself to helping others, creating valuable, informative, and actionable products and services, and staying with your prospects throughout the process and you'll truly be their savior.

The next time you create a presentation, whether selling from the stage, over the phone, on a webinar, in person, or through a sales letter, see how you can present a pain point. Think about your industry and what is a pressing concern for your Ideal Client and put that front and center in your piece.

You will discover that you get a bigger response from your audience for it. And improve your bottom line.

Sheryl Wolowyk is a best selling author, award winning speaker and business coach. She focuses on service professionals and “ExpertPreneurs®.” As an income acceleration coach, she helps service entrepreneurs attract more ideal clients, get paid top dollar, increase their visibility and reach. Sheryl teaches her clients how to create lucrative businesses and influential brands by positioning their expertise, and communicating their value in an authentic and genuine way that doesn’t sound ‘salesy’ or feel uncomfortable. Her clients are able to quickly build connection, garner trust, and attract a steady stream of ideal clients without having to work all the time, or sacrifice their true priorities in life.
She has built 4 million dollar businesses, is Executive Producer and host of the ExpertPreneur®Radio Show, hosts Expertpreneur® TV, and has been seen on ABC,CBS, NBC, and FOX affiliate stations. Sheryl has provided her insight and advice in Forbes Magazine and as a National columnist for America’s Premier Experts. Sheryl is also editor and publisher of ExpertPreneur® Magazine, a free digital magazine available on the Apple newsstand and Google playstore in 150 countries. She’s also a founder of the XPRIZE Education Initiatives where she works with billionaire Elon Musk and Personal Development coach Tony Robbins to change how the world educates.www.expertelevation.com