Hit Their Pain Points, Heal With Your Product
Most reps rush to present solutions before buyers even feel the weight of their own problem. And that’s why deals stall. The truth? Buyers don’t move because of your product… they move because of their pain.
Top sales experts know this: pain is the trigger, your product is the relief. Until you make the buyer confront what it costs them to stay the same, your solution is just noise.
Here’s how the best in PRECISE Selling approach it:
Diagnose before you prescribe. Great sellers ask questions that reveal what’s broken, not just what’s missing.
Name the pain in their language. If they call it “bottlenecks,” don’t reframe it as “operational inefficiency.” Use their words so it lands.
Quantify the damage. Don’t let the pain stay abstract. “This costs you two deals a quarter” is more powerful than “this is inefficient.”
Position your product as relief. You’re not just offering features. You’re providing relief, safety, and a way forward.
Then ask: ‘Does that feel high or low?’
When buyers feel seen in their pain, they trust you with the cure. And that’s when your solution stops being a pitch and starts being a path to healing.
Final question: In your last sales call, did you start with features, or did you make the pain impossible to ignore?
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
