Modern day psychology as well as our own life experiences teach us that pain always compels us to take action more than pleasure, those prospects will be more motivated to buy if they’re solving a deep frustration. And the key is to actually learn what that frustration actually is before we ever share our solutions. Knowing how to discover that frustration is the difference between not even closing a $10,000 sale and closing that same prospect at $20,000. It’s everything. In this chapter, I’m going to show you how to discover your prospects deepest frustration in sales, check it out. 

Number one, find the migraine. Don’t get distracted by little headaches, you want to focus on the migraine. Think about the difference between a headache and a migraine. A headache is something that is frustrating, but it’s not a big deal. A migraine is something that you will do anything to fix, we need to ask questions that get you to those key issues to those migraines.

Number two, learn the cost, understand what this migraine is actually costing the organization in lost revenues or savings or in lost profits, whatever the cost is, determine it and get a number, you get that kind of a number by asking a very simple question. What would you say this issue is costing your company? By asking that question and getting an answer now the prospect of starting to articulate the value that your solution brings to them. Number three, understand their personal cost. Now, this is where you really hold their feet to the fire. Once you learned the cost now you have to learn how it actually affects the prospect. And so one very simple question you can ask after you’ve determined the cost is to then say, how does this affect you personally? Now that’s a question that I know makes a lot of people uncomfortable to ask. But when you start asking that question like all of my clients do, and like I do in my selling situations, you are going to get such a higher level of commitment to solve that challenge than ever before.