Sell the Pain, Do not Sell the Product
I have seen the Wolf of Wall Street over and again, and every time I see this movie, I still always laugh at the “Sell me this Pen” challenge, or should I call it test. I still look at it that, does explaining the quality a pen deter people from buying the pen? At least, we are buying a pen because of what it can do.
When it comes to selling a pen not based on the Movie, I would expect someone sell me something about the easy to dry ink of the pen, the style and grip of it when writing or signing my autograph on a book, and tell me the amount the pen will cost. The truth is, I might buy the pen but there is a high chance that I wouldn’t buy the pen because the pen’s ability and properties might not my buying point.
What if I do not want a pen that its ink dries very fast, what if I want a pen with a larger grip and do not care about the scent from the ink?
Promoting your inventory to the world as the best will not make people buy into it. Even the best sales person might just allow for a small sale, if the inventory isn’t targeting the need to improve in someone’s activity. Making a product that can solve a problem is one thing, just like the pen, but making it linkable to my life and activity is another thing.
Find or Create a Pain Point
If I have the financial power to purchase a good, but do not see a pain point thereby creating a need, then I will not be willing to buy the good. The ability to change the mindset of an individual who wants to buy a car into registering for your car hire service, means you are able to target the pain point of owning a car. Stating factors such as repairs, regular servicing, Washing, Ticketing by police for wrongful packing, value depreciation and many more, is quite an impressive pain point to convince the person who wants to buy a car to register for your car rentals.
Remember that there are two reasons for humans to do things; the first being, to eliminate pain, and the other being to get satisfaction. You eat regularly so as to avoid a rumbling stomach, and the pain associated with it, as well as to be full and energetic. Instead of selling the pleasure and satisfaction therein first, it is good that you sell me the pain point first. Remember that everyone has a pain point but pain points differ from one person to another, and it is very difficult to know people’s pain point if you do not ask. If you have a product with a solution, ensure to find the pain points it will be willing to solve and ensure to ask each person which pain point is more important to solve their problem.
When you know their problem, do not just sell them the product. You would be giving a get out of jail card free, and so many people do not value free things. It is important to amplify, enlarge or zoom their pain more. Remember that the more pain they are in, the more they are willing to get out of it and the more they are willing to pay for a solution. Tell them short relatable stories to their pain or just create a bullshit story that they can’t tell is bullshit just to make their pain felt more and relatable. Putting you on the same track and allowing them to give you a listening ear. Make them understand that the problem only gets worse by the day. Also make them see reasons why if they do not look into buying your product, thing will get worse. You could manufacture another story at the spot (just make sure your bullshit is clean). Ask strategic questions that will put you in control but make sure you make them look like they are in control of the conversation. Making them look little or out of control means you will be selling nothing to them.
Make them Buy, do not Sell
Giving them the satisfaction point of a product is you selling to them, and nobody likes to be sold anything. For people who are financially conscious, they could tell you they do not like to purchase on impulse, but when they are in the position to buy, they believe they are doing a calculated purchase. Your product is a solution, and when inanimate, it is a secret method, and a strategy to the pain. Do not talk about the price until you are about to close it, also do not talk about the features of the product until you are sold the pain point.
Close the Deal and sell the shit
In all your doings, do not waste time. Time is very important and the first encounter you will have when trying to sell is that people do not have time. And the best way to solve this is to make them understand that you have also been having issues with time since you started selling and do not intend to waste their time. Make them feel like you are both not in the ministry of wasting time and with that, you get the time you need. Be certain that the person you are trying to sell to do not trust you, just the same way you do not trust when a sales person calls you for an opportunity. Finally, remember that the pricing comes last.
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