Sales excellence
The Pain Is the Value
Customers do not buy your solution. They buy the end of their pain. Dig into it, and the price will follow.
Formats: Keynote, Half-day, Masterclass
Nine salespeople out of ten leave a meeting convinced they understood the need. They noted what the customer wants today. That is right, and it stops at the present.
The result: a product pitch, a price objection, a discount. The discount is not a negotiation problem. It is a meeting problem, three steps earlier.
Dig into the pain. Why is it a problem? What are you missing? Since when? What does it cost you? And if you had to solve it? Each question goes one level deeper, until the customer measures for himself what it costs him.
Value the problem. A feature can be compared, a benefit cannot. You do not defend a price, you articulate a benefit tied to a problem the customer named himself.
Close and negotiate. Recognise the moment, prepare your margin, and make the most underrated move of all: stay silent after announcing the price.
Who for. Sales directors, sales teams, entrepreneurs who sell themselves
Formats. 90 minutes, half-day with role plays
