We have now completed the Positioning work with Lenann. I think we have come up with some statements that evoke the Hoffer message consistently, provocatively, and with some heart!.. Scott M. Hoffer
President/CEO – Hoffer Furniture


Sales Dialogue: Finding Jim Smith’s Pain

In the last blog post, you read a sample dialogue of a cold call to Jim Smith. How many pieces of Pain could you identify?

I heard six different pieces of Pain in the conversation with Jim Smith. They are:

1. Jim apparently has a cold (he keeps coughing).

2. He doesn’t know me, and that may cause him to feel a bit uncomfortable about talking with me.

3. His plans to expand haven’t been announced yet, and here I am, calling about it.

4. This is a busy time of year for his business.

5. His employees are very crowded, and there is, in his opinion, no way to make better use of the existing space.

6. His 2 o’clock appointment is waiting for him.

Always listen for all the Pain. Talk about the Pain if you want to keep a conversation going, rather than talking in depth about you, your company, or what you can do for your prospect. 

People live where their Pain is; bump into it and you have their attention. Ultimately link what you have to offer to the lessening or removal of their Pain as they experience it, and the likelihood of your making a sale increases exponentially.

In this example, my next remark would have been: 
“I’m so glad you’d like some information, Jim, I’m happy to send some to you. Unfortunately, though, I’m not sure what to send and I hear that your two o’clock is waiting. Will you free up later on so I can ask you a few questions and send you the right material?”

That’s an example of closing to a next step—a specific date and time when we’ll speak again, rather than sending information that might give him a Reason to Reject.
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