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Why pushing pain points is bad for business

Why pushing pain points is bad for business

24 November 2020|Business Growth, Latest Posts, Marketing, PR, Promotion, Psychology

Why pushing pain points is bad for business
Why pushing pain points is bad for business

By Richard Fletcher.  Sales calls are great for engaging new leads, forging a connection with them, and letting them know exactly why your product or service is right for them. If you pitch your sales calls just right, they are the ideal tool for turning prospects into new, paying clients, and that’s why entrepreneurs and coaches of all stripes use them as a go-to tactic. But, while sales calls do have an awful lot of positive potential, they can also go badly wrong. 

Ideally, you should use your sales calls to motivate your prospective clients to really get on board with your high-ticket programme or products. But instead, even the most smart and savvy business-owners are using the same tired, antagonistic techniques, and it’s cause for concern. You see, the idea that pushing pain points will help to secure sales has been around for a while now. And, while that may have been the case some time ago, people have caught onto this approach – and they’re getting sick of it. 

What’s wrong with pain points? 

A few years back, pushing pain points was all the rage. The idea was that, if you keep reminding a person of the problems they have and all the ways in which they affect their life and business, your product or service would start to look as though it were the only way to fix it. But people are getting annoyed, because really this is all about undermining where they’re at, so they’ll feel as though they have to buy into what you’re offering. It’s a pretty transparent tactic, though, and your prospects are starting to see through it.  

Now, there is a time and a place for questions that touch on pain points. However, context, timing, and knowing when to pull back are so important. Without these three things, your sales calls become all about applying pressure until, hopefully, your prospects cave. This isn’t how people want to do business. 

Your prospects likely already know that they have things they need to change before they can level up – otherwise, they probably wouldn’t be talking to you in the first place. So don’t try and draw them in by playing on feelings of guilt or stress. Instead, let them know that you are the person who can help get them to exactly where they want to be. 

Be someone your clients can trust

Ultimately, people want solutions, and they want to know that they are talking to someone with an approach that will get them results. So, quite simply, you have to use your sales calls to show them that you are that person. 

The advice is simple: people will invest in services they feel they can trust, so be direct, upfront, and prove to them that you can do your job well. Don’t apply so much pressure to your prospect’s pain points that they feel forced to go along with what you say. Not only does this tactic try and persuade people to buy for all the wrong reasons, it all too often causes you to get stuck, too. When people start pushing back against this tactic, you will more than likely find yourself going round and round in circles on your calls, never actually moving things closer to the point of sale. 

If you want to start making plenty of high-ticket sales, then you need to make sure you are connecting to the right sorts of clients, letting them know that you are here to help them, and using your sales calls to show them how you will do that. One of the best ways to do this is through the prospect inspiration method, which will be explained below. 

Target the right people 

When it comes to getting your prospects on board, making them feel worthless or like their achievements mean nothing just won’t get you very far, especially if you want to attract confident, motivated clients. These are the sorts of people who will have a growth-oriented mindset, and who will be keen to work their way towards an end goal. Crucially, these are also the sorts of leads who will have the time and money to invest in your offer. 

Now those who are goal and growth-driven will not take well to being told that their achievements so far haven’t been good enough. Most people who are looking to level up in their life and business will have got to where they are today through hard work and determination. What they’re looking for from you is a way to take things even further. 

Secure the sale 

You can show these sorts of people that you mean business and make your offer as attractive as possible to them by using the prospect inspiration method, the principles of which are very different to pushing pain points. You see, when you relentlessly push a prospect’s pain points, you are trying to make them feel worthless and insecure. But actually, if they’re on the lookout for a high-ticket programme or product that will help them to level up, then chances are they’re already doing very well. 

So let them know that they’re already ahead of the game, appreciate what they have accomplished so far – and then, show them exactly where they could be with your help. Prove to them that your offer is the way to get them that bit further, so that whatever it is they’re looking for, whether it be boosted revenue, a more impressive client list, or the ability to expand, you can help them achieve it. This is the sort of motivation a growth-oriented person needs to have in order to invest their valuable time and money in you and your offer. 

Remember that people who are motivated by a specific end goal are far more likely to stick to it than those who are purely motivated by avoiding pain. Those are the sorts of people you want to work with, and so you have to show them the reasons they should want to work with you, too. 

Convert your leads 

Always keep in mind that your sales calls are all about converting leads. While pretty much all sales coaches are teaching pain points as the ideal way to do that, it’s becoming more and more clear that prospects are being repelled by this approach, rather than convinced to buy. But, if you can throw out this outdated tactic and really connect with your clients’ wants and needs, then you could give your conversion rate a massive boost. 

The “gold-standard” conversion rate is around 25%. But with a better approach and more thoughtful techniques, it is possible to more than double or even triple that. And it’s not even all that difficult to do so. If you can be smooth, smart, and represent yourself and your product or service in the best possible way, you can up your client list and revenue quite easily – without making your prospect feel like a complete loser. 

About the Author:

Richard Fletcher is an upbeat, down to earth business coach with a whole range of experience under his belt. After so many years’ worth of experience and a lot of figuring things out along the way, Richard has now established himself as a highly successful coach, who you can trust to help you boost your brand and bring in the big bucks, often within just a few weeks. Starting his current business from scratch, these days Magic Sauce Marketing will very often bring in between 20k and 33k in a single week. This is not the result of luck. Making the most of his social media platforms to establish his brand, Richard was able to get his high-ticket programmes seen by all the right people, without having to spend a lot of money.

Website: https://magicsaucemarketing.com 

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