This archive report was first published on 31 July 2019.
July 31, 2019, marked a significant shift in the sales industry, as sales professionals began to realize the importance of understanding the buyer's pain.
According to John Kageche, a renowned sales expert, the key to a sustainable sale lies in feeling the buyer's pain. This approach is not just about presenting a solution, but about acknowledging the buyer's pain and helping them arrive at a decision to buy.
When a seller asks a buyer what their objective is, the buyer typically responds with 'To learn.' In contrast, the seller sees the meeting as an opportunity to present a solution, which can often lead to a stalemate.
By listening to the buyer without judging or itching to tell, the seller can gain a deeper understanding of the buyer's pain and help them discover new insights. This approach not only leads to a more successful sale but also establishes trust and sets the stage for future sales.
As Kageche notes, 'When the sale is seen through the buyer's eyes, progress does not feel pressured. In fact, the buyer feels in charge of the sale, unlike when he feels pushed into it.'
By adopting this mindset, sales professionals can transform their approach and achieve sustainable sales success.
