Picture this scenario:
You have a headache for a couple days and it doesn’t seem to be getting better, so you go to your local doctors office.
You walk into the office, you check in and wait to be called. Eventually you are and you walk back to the room snd the nurse takes a few beginning questions, and then leaves and tells you to wait for the doctor.
You wait and eventually the doctor pops in. The doctors ask why you came in. You start by telling him that you’ve had a headache for a couple days.
He immediately stops you from saying anything else and says: “You have a tumor, we’re going to have to crack your skull open and get it out.”
What is your reaction? All of a sudden, this problem that you came in with, that seemed quite big at the time, all of a sudden seems like it couldn’t possibly be that big of a deal. No way it’s a brain tumor, right?
You also wonder how this doc could possibly know this without doing tests. Or at the very least without asking more questions.
Let’s pause the story. You think this is a picture of a fake healthcare practice, but it’s actually just a look at what most sales is today.
On the sales side, we love to talk about the features and benefits of our product, but the customer cares about their pain, not our features.
We must understand pain when selling or we will never get good at getting those features and benefits for anyone.