Tell Me Where It Hurts

In selling to business owners, it is important to identify what is motivating their interest. Frequently, there is a problem which they are trying to solve. However some problems are only minor nuisances while others are major pains.

Seeking to identify the reason for the prospects interest not only helps you to close the deal but also helps the prospect to develop a clear picture of why this change is needed.

Jonathan Farrington wrote an article entitled "Do You Probe For Pain?"