January 9th, 2024
Uncertain if your customer is motivated by pain or pleasure in making this purchase?
The answer is right on their resume.
One of my favorite questions to ask prospects on discovery calls is, “Why have you chosen to work here?”
Seems like a pretty innocent question, but what winds up happening is that the prospect now has to literally defend the choices they’ve made that wound up with the career that they have. If they are proud of the choices they’ve made, you’ll hear it in their voice and that will indicate they’re a pleasure buyer.
But if they’re embarrassed by the choices they’ve made, you’ll hear that as well. And then you’re most likely doing a pain sale.
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