If there’s no pain, there’s no sale.

You don’t stop probing the prospect’s pain, until you intuitively feel like you’ve done enough, to move the sale forward.

There’s 2 categories of pain. Past pain and future pain.

Past pain is important, to put the prospect in the emotional state, to want to seek a solution.

Before you prospect gets on the sales call, unless you’ve pre-sold them, they’re coming on the call without a care in the world, whether you solve their problem or not.

Usually they’re in a “It’ll be nice to have, but I don’t need it.” type of emotional state.

Past pain moves them out of, not-so-interested, into, I-need-this-solved-today.

Then comes future pain.

Future pain, are the consequences of not taking action today. Inaction.

Before probing future pain, your prospect’s initial pain might be $10 in worth, to resolve.

Problem seriousness, decides the price you can put on your solution.