1. Selling Smart Workshop Series
Joe Marr –
Sandler Training Ann Arbor

2. Selling Smart Workshop:
Understanding Your Prospect’s Reasons to Buy
Dave Herriman–
Benz Insurance Agency
Steve Jacobs–
Velocity Data Centers

3. Selling Smart Workshop:
Format
Workshop 9 – 10 am:
 Interactive Training Session
 Addressing Common Challenges
Panel Q & A 10 – 11 am
 Application
 Specific challenges in your business
 Anything

4. Selling Smart Workshop Today:
Understanding Your Prospect’s Reasons to Buy
 Workshop : Prospects buy for their reasons,
not the salesperson’s reasons. How to
identify a prospect’s needs emotionally and
what motivates them to make buying
decisions
Panel Q & A : How pain-based selling works,
real-world

5. It’s 3 am:
 Situation 1
 Situation 2

6. Rules
 Prospects buy for their reasons, not the
salesperson’s reasons.
 Not every prospect is qualified to
become a customer.

7. The spot at left and the blotch at right, show neural activity in a part of the brain
called the nucleus accumbens when a person experienced the urge to purchase.

8. Buying Emotions
 Pain in the present
 Pain in future
 Pleasure in present
 Pleasure in the future

9. 3 Pain Levels:
Surface
Prospect describes
issues and admits
problem.
Reasons
The underlying reasons
for the problem(s) from
a business perspective.
Impact
How the problem
affects the person
talking to you.
+ Feelings

10. The Pain Funnel

11. “Magic Dust”

12. Rules
 Stop selling features and benefits.
 If the competition is doing something, stop
doing it.
 No pain, no sale.
 The problem the prospect brings you is never
the real problem.
 People buy emotionally; justify it intellectually.

13. Our Favorite Rules:
 People buy for their reasons…
 If you don’t know them…how can you differentiate?
 Not every prospect is qualified to be a
customer.
 So don’t invest a lot of time until…
 Never Cheer for the visiting team.
 Stop bragging about what you like.

15. Exercise – Pair-offExercise – Pair-off
 Review Pain Funnel Handout
 5 minutes – pair off
 Practice asking pain funnel
questions
 Partner provide feedback, help
refine

16. Lessons Learned
 One takeaway
 Can you use it?
 On Business Card:
 Questions – “Q”
 Speaking Opportunities – “S”
 Contact me – “C”
 Raffle

17. Questions for the Panel
On break take a moment to write
questions for the panel about:
 The workshop
 The panelists application of tactics
 Specific challenges in your business
 Anything

18. Selling Smart Workshop:
Identifying Compelling Reasons for a Prospect to Buy
Dave Herriman–
Benz Insurance Agency
Steve Jacobs–
Velocity Data Centers

19. Selling Smart Workshop Series
May 7, 2014 9-11 am
Building Trust and Loyalty with
Prospects and Customers
•Learn to use your understanding of a
prospect’s business to challenge their
thinking and take control of the sales process.

20. Selling Smart Workshop Series
Joe Marr –
Sandler Training Ann Arbor