The Real Reason Buyers Say Yes

BE Succinct 
For sales professionals everywhere.

Pain points are different from the problem that they are looking to solve, and they might be similar to their priorities. Pain points are about the buyer and how they make decisions. Pain points answer the ‘why now?’ question. What is happening in their lives right now that has them engaged in this process? How much does that pain point impact the quality of their lives? 

Satisfying their pain point should be part of your solution. This might be how you construct your closing question as well as what you include in your presentation. 

For example, if not wanting to exceed the cost of their tax refund was a concern for them, you might say “At $4885 this is not only in the range you were looking to invest, but it doesn’t exceed the tax return number that you wanted to stay within…correct?”

Notice if you are trying to avoid this because you don’t want to make the buyer uncomfortable. Consider that this discomfort was what brought them to the showroom…and ask about it. 

Remember—buyers don’t take action just because something looks good on paper. They take action when something matters enough to move them. That’s what pain points do. They create urgency, emotion, and a reason to say yes. When you acknowledge the discomfort that brought them in and position your solution as a way to relieve it, you’re not pushing—they already want relief.

You’re just making it easy for them to choose it.