From the course: Technical Sales: The Role of the Sales Engineer
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Business discovery
From the course: Technical Sales: The Role of the Sales Engineer
Business discovery
- Practically every sales process in the world deals with the concept of understanding buyer pain and then relating that to how your solution can solve that pain better than anyone else's. If you can't tie what you're selling back to a business problem, you'll never persuade anyone to buy it. So let me give you a piece of advice before we get too far, and that is don't say the word pain in whatever language until your customer uses it first. Otherwise, you sound too salesy. Until then, customers have issues, problems, challenges, et cetera. Okay, now that we've gotten that out of the way, let's look at the three types of pain you need to be aware of as you talk about business problems with your customers. And as I explain these, get a piece of paper and write down these pains as they relate to common situations you've found yourself in. The first is latent pain. This is a problem that either the customer doesn't even know they have, or else they've been living with it for so long they…
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