The importance of finding pain points in B2B sales calls

At Air Marketing Group, we speak to thousands of businesses to generate quality sales leads and appointments for our clients. We ask many a question to understand how we can help businesses; however, not much attracts attention quite like a relatable pain point.

A pain point to a potential buyer or prospect not only gives them something to relate to, but it also provides a problem to be solved. This is where you can emphasise how your product or service can be the solution
Pain points are the driving force behind a real need for your product or service. With this in mind, how can you make sure you find them in sales conversations?

How to find the pain point

A pain point is an experience the prospect has been through or an element of their situation that is not ideal. When this is mentioned, your contact with the prospect becomes more than just a message but a relatable and emotive subject.

The trick is to get your prospect to identify that the pain point exists and visualise it and what it could be like if a solution was available and this is where most sales people fail. It’s not good enough for you to see a pain point and expect a prospect to want to progress.

You can ask yourself a few questions to understand what a potential customer’s pain point might be:

  • What problems does your product/service solve?
  • What is the consequence of not buying it?
  • What does the customer really need?
  • Are there repeat problems the company faces in relation to the product?
  • What value does the product bring to their business operations? Or, more importantly, what is the value – in time and money – of solving the problem or pain point?

Remember, people don’t buy a product. They don’t care what it is or how it works. They only ask, ‘What does it do for me?’
Once you’ve asked yourself the above questions and have some logical answers, build open questions around this, designed to lead prospects to their pain point. These can be, for example:

  • How often do you do x, y or z?
  • When was the last time you reviewed this?
  • When was the last time problem happened? What did you do/How have you tried to fix it?
  • What’s the biggest challenge you face with x area of your business?

Remember, when speaking with B2B leads, open questions are those that get answers. The more open the question, the more you can find out about that prospect and their pain point.

Don’t just identify it the pain either. On your B2B call, show prospects that you can help them to get rid of it. The ideal is to start with the pain point, and end the process with a very happy customer!

Air Marketing Group

At Air Marketing Group, we consider the pain points of our clients’ prospects, and use their language to build relationships based on trust to find great leads and generate sales.

Want to find out more about what we can do for your business? Don’t hesitate to contact us today or call us on 0345 241 3038.

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