Want to Grow Your Business? Hurt Your Potential Clients
The goal of your business is to provide a service for a fee. Your service is designed to solve a problem. So, if you want to grow your business you have to hurt your potential clients. By this, we certainly aren’t advocating the use of harsh words or violence. By hurting your potential clients, we mean that you ensure that every time you have contact with your potential clients, you mention their pain points.
What Is a Pain Point?
Every person and every business has pain points. A pain point is the reason why this person or business needs your services. It’s the driving force behind why we buy. Why do you buy food? Because you’ll get hungry without it. Why do you pay your electricity? Because you don’t want to sit in the dark. In short, the pain points of your potential clients are their problems.
How to Determine the Pain Points of Potential Clients
Sometimes, potential clients are extremely forthcoming in giving you information about why they need your services. Other times, it isn’t quite as clear and you have to do some investigative work. If your potential client is a representative of a business, there are some questions that you can ask to determine their pain points.
- What would you say is the main reason why your company isn’t growing? Business growth is almost always a pain point for most businesses. They’ll think about how their company is struggling and you’ll get insight into how the business is ran and how your service can help overcome the reason why their business isn’t growing.
- What would you say is the biggest problem that your company faces? This question is similar to the first one, but provides potential clients with the opportunity to talk about other problems aside from business growth.
- What is management worried about? You won’t always talk to the decision maker or the company owner. So, it is important that you understand the business from all angles. Don’t forget to follow up and ask for the name and contact information of the person who will be responsible for making the decision on whether your services will be contracted. Get this person involved in the conversation as soon as possible…and inject those pain points into the conversation.
Using Pain Points to Sell
Ultimately, your goal is to sell your services based on how they will address the pain points of the potential client. Here are some tips to help you do this in a natural, confident way. Remember, confidence is important. People consider your services because they already see you as an expert.
- Use the phrase “What we’ve found” when explaining how your services solve their pain points. Potential clients don’t necessarily want to hear you sit around and brag about how great your services are, but they do want to know what you know. So, when you’re ready to talk about your services help them, you would say something like, “What we’ve found is that our service saves our current clients around 40% when compared with hiring a traditional employee. We’ve also found that our clients experience greater loyalty from their clients in addition to an increase in repeat business.”
- Mirror their use of language when discussing pain points. Does the prospect use regular everyday language or are they using industry jargon? Mirroring their use of language builds trust. Your prospective client sees that you’re on the same page and have the right knowledge to get the job done.
- Act as a consultant and not as a sales person. Stop looking at your bottom line and truly consider the best interest of your potential client. Pain points are your strongest tool for sales, but selling a potential client something that really won’t work for them will cost you their business and any potential referrals in the long run.
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