The New Solution Selling, 2nd Edition

CHAPTER SIXDefining Pain or Critical Business Issue

You are engaged in the initial sales call with a new prospect (it could be face-to-face, on the phone, or electronic). What should you say, and when should you say it? What is your goal for this first meeting, and what is the best strategy for reaching this goal?

In this chapter we go through the initial steps of a sales call. The goal is to establish the prospect’s pain, or critical business issue. This is essential before the sale can proceed. The prospect’s pain is central to everything that follows, because, without a compelling reason to change, the prospect will continue to do things the ...