Today’s sales tip: Beware interest.
People will generally move a lot faster to avoid a pain than they ever will to achieve a pleasure. It’s why there are so many pain-based selling systems out there.
Beware: Interest does a great job masquerading as pain, but it is not the same as pain.
When you’re listening for pain from your prospects, beware of mere “interest”. Don’t get excited just because they’re really interested in your solution.
Interest will not carry your sale across the finish line. The pain of change is too intense, and the status quo is your toughest competitor.
Remember, prospects lie about their authority, interest, and intentions. “Interested” prospects may be interested in learning more about your solution, but it doesn’t mean they actually want to – or are prepared to – make a change.
If you get excited and give valuable selling time and information to an interested-but-unqualified prospect, what might they do with that information?
Don’t help them drive a better bargain with the incumbent competitor. Instead, get to know your prospect first; get to know their world. Why are they interested? Why now? Ask questions; qualify the opportunity.
And most importantly, become intimately familiar with all the painful costs and consequences your prospect is living with because they’re NOT already your customer. This will help you discern between interest and actionable pain.
Actionable pain will accelerate your sale; interest will get stuck at Wimp Junction®.
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