Explore diagnosing customer pain in more depth.
- Imagine you sell drills, do you think that people want own a drill. No. They just want to own the holes the drill makes. You are in the hole enabling business. In fact, if you do a deeper diagnostic, you'll understand that nobody wants to make more holes in their walls. They may want to hang more pictures on those walls. So in effect, you are in the picture hanging enabling business. And the drill is just the tool to achieve this. Notice that it requires a big shift to go from talking about the drills to asking questions, or diagnosing, about the pictures they want to hang. Let's now imagine that you sell home delivered pizza. What do you think is the main pain of the average consumer of pizza in the US? Taka a few seconds and write those down. Most people will respond, the pizza could arrive cold or with the wrong toppings. In reality a few years ago, a small pizza place diagnosed the pain of home delivered pizza, to establish that the number one pain was the anxiety of not knowing when the pizza will arrive. Did you get it right? As a slogan, that company chose, 30 minutes or less or it's free. And you guessed, that is Domino's pizza, and with that, they became number one. And the moral of the story is, that Domino's is not in the pizza business. They are a FedEx organization which happen to sell pizza. The pizza is just an accessary to the business. And that could only be unveiled with a deep diagnostic.
- Using neuroscience to understand selling
- Understanding how our two-brain system works
- The six primal brain stimuli
- Your sales persuasion process
- Maximizing your ability to persuade
- Identifying the difference between a pain and a need
- Creating claims and your unique selling proposition (USP)
- Examples of claims
- Value propositions, proofs, and gain
- Using cognitive biases to help you sell