Play #025 Know The Pain Of Who You Sell to

Welcome to the Play #025 of the Sales Transformation Newsletter. Each week I will bring you one Sales play that is tested through scaling multiple 7-figure B2B businesses that you can put into action to scale your business.

We have all heard to focus on pain to get the deal done.

But still, so many sellers struggle to do this well.

Even veteran sellers like myself find it easy to miss the mark occasionally.

This can go wrong in two ways, so I want to call those out to help avoid these common mistakes.

1. Never Make Assumptions

Often sellers have a persona they target, and they assume they all have the same pains.

In some cases, this might be true, but only sometimes.

It’s hard not to bring your experience and bias into each sales call.

Make sure you have a framework for questions you ask for your calls.

But always remember to go deeper and see where the conversation goes.

Executives want to have strategic conversions.

And they don’t give a s**t about your product if you can’t help solve their priorities.

2. Validate Everything

There are two parts to this, and both are important.

The first part is never to leave any rock unturned.

Go two to three layers deep on every relevant point.

You can say, “Tell me more about that,” or “Why is this important”

The second part of recapping everything you heard.

This allows you to make sure you heard everything right and didn't miss anything.

It also opens it back up to get even more information on specific points.

Final Thoughts

Sales discovery is one of the most important parts of the sales process and doesn't happen just one time.

Discovery is something that continues during the entire sales cycle. Have a mindset of “Always Be Discovering” and watch your close rate skyrocket.

See you again next week.

-Collin Mitchell