5 Questions You Can Ask in the B2B Sales Process to Get Prospects Thinking about their Pain - SalesStaff - ContactCenterWorld.com Blog
It’s not very fun to spend time nurturing a prospect that doesn’t buy. Leads who can’t or won’t buy are a drain on sales productivity and rep morale. In order to uncover the leads who have a real need and want your help, you need to uncover a real business pain. The faster you can discover the business pain, the better you can judge who is worth cultivating and who isn’t truly motivated to make a conversion decision.
True business pain isn’t about a solution that would be nice to have, it’s something that has become a budgeted, have-to-get-it-solved, stakeholder-approved, pull-your-hair-out kind of problem.
Every business has problems that might have to do with small work-life balance issues for employees, changes to make product packaging prettier, reducing overhead costs a bit to help free up parts of the budget or making the production process a little more streamlined. But, it’s the problems that have your prospects expressing serious retention issues, team morale struggles, customer dissatisfaction or a serious workflow inefficiency that will show true business pain. And, true business pain is the kind of problem that has to be solved. Real pain causes the kind of motivation that won’t lead to a stalled decision or an inflexible budget roadblock.
What’s your company’s biggest inhibitor of growth?
This is the first question that can get straight to the matter. There is always a need for growth in a company, so typically this obstacle is what causes the most pain. This question shows expertise and helps build personal credibility with the prospect, demonstrating you understand their company drive. Follow-up questions might include:
If you are hearing stress in their voice and if they have put a certain amount of thought into solving the problem, then you know you have found a real business pain.
What does your boss obsess over?
You probably won’t be speaking to the head of the company during your sales process, but it is smart to get them involved as quickly as possible in the conversation. The CEO or Executive Director is often the one who is going to control the budget and the approval for buying decisions. This means that the pain of the head honcho is going to be more important to start with than the pain of the individual you are directly working with. Most prospects are highly motivated by the idea of getting their boss unhinged from certain issues they shouldn’t be dealing with.
What is stealing your time?
Typically time is one of the biggest assets to a prospect. What could save them two hours of work each day? What could cut their meeting times in half or reduce the time spent brainstorming over a problem. This will help reveal the concrete value your product might be able to offer your prospects on a personal level.
What is one thing regarding X that’s repeatedly discussed by Senior Management?
Business pain is the kind of problem that keeps popping up until it is solved. Problems that are continually addressed are the kind of problems that provoke real pain in a business and motivate real solutions.
And a silly one…
If you had a bottled corporate genie, what three wishes would you make to improve XYZ business process?
I received a call from a data validation company last week, and the rep actually asked me this question. He did preface the question by saying, “I’m going to ask you a silly question, but would you humor me and give it some thought?” (And I’m glad he prefaced with that disclaimer, because it would have been an abject showstopper otherwise.) It turned out to be a fun and ridiculous hypothetical that got me thinking. Now I’m not sure this one is right for my style, but, hey, maybe you’re bolder than I am.
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Publish Date: February 19, 2016 5:00 AM
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