The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 2 months ago

Technical and Business Pain

ABOUT THIS EPISODE

Sellers must understand the more detail-oriented technical pains as well as the wider-ranging business pains of a customer’s organization. Elite salespeople are able to balance both worlds. You should be able to speak with those involved with the operational aspects of a company, learn their pain through effective discovery, and then move up and tie those technical pains with business issues that will catch the attention of C-level executives. In this episode, John Kaplan explains in depth the differences between technical and business pains, how elite sellers connect the two, and the importance of getting customers to put on their coat of pain.

Here are some additional resources

Enable Your Salespeople to Help Buyers Stand in the Moment of Pain

https://bit.ly/2ZEoRgI

Finding the Business Pain w/ John Kaplan | Podcast

https://apple.co/3IjzrRb

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And the best sellers know it's their job to help their customers stand in their moment of pain, meaning asking great discovery questions which get the customer to realize that they have a problem so big and urgent that it needs to be dealt with immediately. You're listening to the audible ready podcast, the show that helps you and your teams sell more faster. will feature sales leaders sharing their best insights on how to create a sales engine that helps you fuel repeatable revenue growth, presented by the team enforce management, a leader in B two B sales effectiveness. Let's get started. Hello and welcome to the audible ready sales podcast. I'm racial Clat Miller. Today we are standing in the moment of pain. John Kaplan, some awesome good to hear your Rachel. Good to hear you. Yes, I know that's one of your favorite phrases, John. So in this kind of station we're going to cover the idea of pain right,...

...making your customers stand in the moment of pain, but we're gonna look at it from both the economic side and the technical side. The technical side often is overlooked, so so let's start there. We talk a lot about finding the big business problem and aligning your solution accordingly. But that pain is made up of some key components. So let's go through the two. Let's start with technical pain. Okay, so technical pain. It usually moves you down in the organization where the technical users are, and then technical pain aligns with how things are being done, operational needs, ease of use, technical fit, et CETERA. Um, technical pain is crucial because it's it's table stakes for any opportunity. But if you just focus on technical pain you're missing a huge opportun unity. So the most elite sellers always take technical pain to...

...the next step and connect it to the economic or business pain. Yeah, so let's let's make that shift. Let's shift to the economic business pain. Now talk about the difference and the nuances there. Yes, so, I mean business pain usually moves you up in an organization and is more strategic. I like to say follow the money. So big business issues are associated with big dollars to fix them, and big dollars are entrusted to people with power and influence, an urgency. Um. Now the reason this can be difficult for sellers is like a couple of reasons. So one, the person you're calling on does not know the business implications of the technical pain. So if you just sit with that for a second, you're calling on someone who does not know the business implications of the problem. It's an instant alert to you that have to move up, and it doesn't mean necessarily away from the person...

...that you're calling on, but move up from them or with them. Um. And the other reason business pain can be difficult to connect is that it can be difficult for the customer to articulate. You know, as humans we're not as free with our revelations about what's causing us pain or, you know, things that aren't going too well, and and and this is why you need to be really good at asking great discovery questions. And the more you tell somebody they have a problem, the more they're going to resist you. But you can ask them great discovery questions which help them come to their own conclusions that they have a problem. So you've got to remember people rarely argue with their own conclusions and their own conclusions will create their own urgency to solve the problem. Right, you're helping helping them reach this conclude. And so,...

...like you said, John, technical pain moves you down the organization business business pain. Economic Pain usually moves you up the organization, typically more strategic. The point here is that you need both and you have to kind of triangulate the truth there between the technical pain the business or economic pain your solution, and you need to be able to talk in terms of both types of problems to both types of stakeholders as it relates to those pains. Yeah, I mean I think we've established here that you need both technical pain and business pain, and the best sellers try to position themselves right in the middle of both, um knowing that they have to connect the two of them. So we need to remember that we get delegated to those that we sound like. And there are usually multiple on ramps for any sale. So, depending upon where you are in the sales process, you must be a where of the...

...scope of the problem and where you are on ramping two. So if you understand the way that pain flows through the organization, you can go up or down depending upon where you need to go to get to the biggest business problem. So again, the best sellers prepared themselves to have both technical and business conversations. Yeah, it's really a simple concept, but I think, John, some of the most popular podcast episodes that we do are always around these very simple concepts that simple to talk about, but doing it executing on a day to day basis taxt commitment. That's where the elite sellers differentiate them selves. Uh, and John, I know you have a phrase that you use a lot. Some of our listeners have probably heard you say it. They're probably yelling to themselves right now. UH, make your customers put on the coat of pain. It's probably a great bottom line for this short conversation today, but go into what you mean by that. I love it, the...

...code of pain. So let's do this. Let's visualize that you and your customer are meeting out in front of the in the customer, in front of the customer's house, like in the street, and inside that house in a closet on a hangar. Is what I call a coat of pain, and the best sellers know it's their job to help their customers stand in their moment of pain, meaning asking great discovery questions which get the customer to realize that they have a problem so big and urgent that it needs to be dealt with immediately. And I call this getting the customer to put on the code of pain. Now, if you just contemplate that story for a moment, many times we're not even in the house with the customer, we're still standing in the street. You have to get the customer to take you inside the house, inside the room with the closet, and then help them put on the...

...code of pain. So when you do this, great things will happen. So bottom line, get out of the street, get into the House and find the code of pain. Done today. Alright, like that. Thank you. I know this was a short one for you today, but I think it's really impactful. It's such an important concept and hopefully it gives you some motivation and as you move your deals forward today. Thank you for joining me, John. My pleasure. Go find the code of paint, find the code of pain and Hey, if you're listening to this episode while you're working out, you're not done yet. I know they're usually longer, but keep running, play it again and play it again. All right, thank you to all of you for listening to the AUDIB already sales podcast. At force management we're focused on transforming sales organizations into elite teams. Are Proven methodologies deliver programs that build company alignment and fuel repeatable revenue growth. Give your team...

...the ability to execute the growth strategy at the point of sale. Our strength is our experience. The proof is in our results. Let's get started. Visit US AT FORCE MANAGEMENT DOT com. You've been listening to the audible ready podcast. To not miss an episode, subscribe to the show in your favorite podcast player. Until next time,.

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