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Interview - Pleasure or Pain?

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A look at the driving force behind our consumers buying decision. Through discussion with the team you will find ways for the cient to talk more openly about the problems or pain they are experiencing.
Materials: Flip Chart
Time Needed: 15-20 Minutes
SME #25

Introduction - (2 Minutes)

Introduce the meeting by saying that you will talk about the driving force behind all consumer buying decisions. That is:

   1. The desire to avoid pain
   2. The desire to be better off.

    * Mention again that all buying decisions we make as consumers are done so that we can avoid an unpleasant circumstance (pain) or they are done to gain pleasure – to improve our situation.
    * You can also let them know that people, depending on their personalities, are more inclined to be motivated by one or the other – either more by the desire to avoid pain or by the lure of being better off.

Pain and Pleasure – (5 minutes)

    * Review the following bullets with your team.
    * Either list the main points (in bold) on the flip chart ahead of time or write them out as you talk.
    * You could start by saying something like, "The practice of selling to pain or pleasure means a number of things in the real world of face to face sales. It means":
    * Sell to the pain or desire to be better off. Focus on selling to clients most likely to have pain, or that are looking to be better off than they are now.
    * Get them talking. If we can help the client talk more openly about the problems or pain they are experiencing, or the lifestyle or things they want to enjoy, they will be more motivated to take action and buy.
    * Quicker decisions. The more someone talks about problems and frustrations (pain), or the better lifestyle they are after, the quicker they will make a decision which means less follow up and more time to spend with other potential clients.
    * Easier to close. If you can show your client that you truly understand the goals they desire, or the unpleasantness of their current situation, they will like you more and be more likely to listen to you when you offer your solutions. Ultimately, that makes it easier for them to buy.
Breakout – (7 minutes)

    * Split your team into small groups.
    * Let them discuss, and come up with a list of one or more of the following:

    * Typical things that cause your clients pain, frustration or stress (things obviously that a new or newer vehicle can solve)
    * Typical things that your clients are looking for that will help them to feel better off (again, things that by owning your products they can attain that feeling of being better off)

    * Give the following example if necessary:

* Potential Pain: Clients have been experiencing increased repair and maintenance costs on their 6 year old vehicle. Stress or worry about potential breakdown or major future expense.
* Potential Pleasure: Several of their golfing social group have recently purchased new vehicles. They would enjoy showing off to their peers.

Regroup and Discuss – (10 minutes)

    * Bring your team back together.
    * Have each group present their ideas letting them elaborate on points if desired.
    * Ask when and how they might get a client talking (and keep talking) about the different points of pain or pleasure that were identified.

Conclusion – (1 minute)

    * Remind the team that the buying decisions we make as consumers are done so that we can avoid an unpleasant circumstance (pain) or they are done to gain pleasure – to improve our situation.
    * Tell them that their ability to get clients discussing the things they are trying to avoid, or the things they really want out of life, will be their ability to sell well.
    * Tell them that the more people talk about theses pleasure or pain "feelings" the more emotionally involved the become in your solution.
    * Follow up in coaching to see how they have used the information in this meeting in practice during the week.


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