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The most important thing to listen for when talking with prospects is pain. Pain consists of things that have gone wrong in the present and the past or that may go wrong in the future. Pain is also that which has gone wrong for those in circumstances similar to the prospects’. When you hear pain, ask a question about it, especially if it involves an area where your service or product can help. Regardless of the response, make sure the prospect knows you heard, even if it’s negative. For example, “So, Mr. Smith, it seems as if, right now, you’re satisfied with the firm’s status, and don’t feel a need to make a special effort to attract new clients. Is that it?”
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