Pain! Nearly everybody has some.  But how do you identify that pain and eliminate it from your customers’ lives? Two CBN issues ago we wrote about one of the most effective sales techniques we have encountered-- the approach that identifies areas of “pain” in the potential customers’ lives. We have subsequently been asked to expand on the “pain concept.”

Since we discovered the idea with the help of Dennis Hungerford, we decided to involve him in a further explanation of pain reduction.  He is the regional licensee of Sandler Systems, Inc., a prominent training company in the field of professional selling.

According to Hungerford, featuring “gain” as the chief selling point is tough in the 2009 economy.  Even when customers perceive that you can offer them a true “gain,” they are reluctant to spend the money on it—at least not right now.

“Now, more than ever,” Hungerford insists, “you must understand their pain.”  What problems are they trying to solve? More importantly, what is the cost to them for not fixing the problem?  This approach forces you as the entrepreneur to think differently about your products and services.  How can you position the things you have to offer so that the customer can see them as solutions to a problem that is costing your potential customer time, money, productivity, and stress?

Let’s say you work for a lighting company that replaces old ballasts and poor lighting with new, brighter, energy-efficient options.  Incentives from government agencies and utility companies are now in place to reduce the costs of such a project.  In fact, over time such an investment should pay for itself in cost reduction, rebates, and tax incentives.  Your prospect acknowledges that it’s good deal.  However, he or she must invest now to save money in the future.  Yes, doing so would be nice, but the customer doesn’t want to spend the money now; that’s simply too frightening to consider.

Now, let’s take that same situation and stress the “pain” perspective.  What is it costing the building owner not to move forward on this project?  He will be spending $347 more each month on utility expenses—perhaps more if rates increase.  At this point Mr. Owner has come to perceive the problem in terms of the pain it will induce if ignored.  He will spend money to fix such an obvious problem, because failing to do so would be painfully expensive.

What is your version of this approach?  Where can you see pain—or potential pain—that your unique approach to business can reduce or eliminate? Perhaps it’s simply stress that you can lessen.  Often, it’s some form of gross inconvenience caused by one of your less competent competitors.  Or, it could be a process that you can come up with creatively to reduce pain in a manner nobody else has even considered.  (See the “Home Fridays” example in that previous issue of this column.)

Recognizing client pain is a skill you can pick up on quickly.  You can elicit “pain statements” by asking questions such as, “What frustrates you the most when dealing with companies that do what we do?”  Get ready for answers such as “I’m really frustrated when…,” “I’m fed up with companies that..., or “I can’t stand it when….”  Listen closely to the emotional components of what your would-be customer is saying, simultaneously coming up with creative solutions.

Some products and services can more readily make the transition from gain to pain, while others present more of a challenge.  Also, it likely won’t be easy for your salespeople to transition to this new way of selling.  Old habits are often hard to break.  However, with some practice, pain-centered selling can be done effectively and with great integrity. Remember, if you continue to try selling for gain, you’re in for a rough ride.  That just isn’t what customers are buying in today’s economy.

Lowell H. Lamberton is professor of management at Central Oregon Community College – 541/383-7714 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .  Brian Shawver is the CEO of SecurityPros and 1987 graduate of the COCC business program – 541/330-0404 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .  You can find Dennis Hungerford’s website at www.hcc.sandler.com.