How to Uncover Pain in a Discovery
Most reps don’t ask enough questions to uncover pain in the disco.
They ask questions like:
"Do you have X problem?"
What they don’t realize is that the problem can either be ACTIVE or LATENT
If a problem is ACTIVE, that means the prospect knows it exists.
If it is LATENT, that means the prospect does NOT know it exists.
Thus, if you ask, "Do you have X problem?"
They'll tell you NO.
Instead, you must ask questions around the symptoms or situation.
My dentist is a good example:
I went in for a check up recently.
She was checking on my teeth and started asking me questions:
"When you drink ice cold water, how does it feel?"-Dr.
"It actually hurts my teeth - Me
"How about when you eat something sour, like sour patch kids?"-Dr.
"Same" - Me
"How long has this been going on?" - Dr.
"Uh..actually years.." - Me
"What do you think has been causing it?" - Dr.
"I'm..uh, not sure.." - Me
"What kind of toothbrush do you use?" - Dr.
"Oral-B or whatever they have at Target.." - Me
"So manual..?" - Dr.
"Yup.." - Me
"Got it. So the teeth sensitivity is due to your gums receding. It's probably due to brushing too hard with a manual toothbrush. We have a few different options to fix this. Shall we discuss?"-Dr.
I ended up switching to an electric toothbrush and getting gum work done to prevent it getting worse.
It went from me having no idea I had an issue..to my dentist guiding me to come to my own conclusion there was a problem.
A problem that I was willing to pay for as I knew the cost of inaction would be high. (Can't grow gums back)
A LATENT need converted to ACTIVE based on the right questions.
If you want to close more, work on converting more LATENT needs to ACTIVE.
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