Over the course of my profession, I’ve realized firsthand that one of the vital essential steps in an efficient gross sales course of is the identification of a prospect’s ache. However what does it take to try this?
In my expertise, the Sandler ache funnel is likely one of the most dependable strategies to uncover a prospect’s ache. In some instances, your prospect may not even totally grasp their very own ache factors. However, as a salesman, it’s important to know why a possible buyer wants your providing earlier than you may clarify what they stand to achieve from it.
That’s the place the ache funnel is available in. On this article, I’ll focus on how the ache funnel works, present a pattern script you should utilize for inspiration, and share a few of my private favourite suggestions to assist anybody benefit from this system.
Desk of Contents
What’s the Sandler ache funnel?
The Sandler ache funnel is a scientific sequence of open-ended questions and statements designed to uncover prospects’ ache factors by shared emotional understanding. It was invented by David H. Sandler as a part of his Sandler Promoting System, a technique that means reps ought to act like consultants as a substitute of pushy salespeople when partaking with prospects.
Sandler Promoting is customer-centric, and the ache funnel displays that. The funnel isn’t a pitch. It’s not abrasive or in-your-face. And, maybe most counterintuitively, its endgame isn’t all the time to make a sale.
The ache funnel is used to determine whether or not an answer fits a buyer’s wants and whether or not a sale is viable — and if the reply is not any, then this framework doesn’t encourage the salesperson to proceed to push the sale.
Nevertheless, if a salesman does decide {that a} buyer is an effective match, then they will use the knowledge they collect by their ache funnel conversations to conduct a extra well-informed, focused, and efficient gross sales course of.
Certainly, as Emily Shaw factors out, “The Sandler Ache Funnel isn’t designed to promote one thing to somebody.” On the contrary, Shaw argues that the ache funnel is “designed to assist somebody uncover whether or not their subject is compelling sufficient to take motion to alter.”
Shaw is a gross sales coach and former account govt for Officeworks LLC. She continues, “A salesman can not persuade a purchaser that their points are essential sufficient to unravel; they will solely assist them uncover that by asking unbiased questions, holding up the mirror, and supporting the client alongside the way in which.”
In different phrases, the first objective of the ache funnel is to disclose the important thing ache {that a} prospect is coping with. To take action, the funnel invitations salespeople to make use of a structured line of open-ended questioning. These questions begin at a reasonably broad stage, after which they progressively slender right down to increasingly particular matters.
Importantly, the ache funnel is a normal method to navigating a gross sales dialog. It’s not a particular set of questions or a word-for-word script you may observe to the tee. That mentioned, there are a variety of ordinary query codecs that are likely to work properly with this system.
Ache Funnel Questions
Step one is to get a normal sense of the world the place your potential buyer is probably going experiencing a problem. Then, you should utilize the ache funnel to dive in deeper and get a clearer understanding of that ache.
Unsure the place to begin? Listed below are a few of my favourite questions to make use of when implementing the Sandler ache funnel in gross sales (observe that these go in sequence, ranging from broader on the high after which getting narrower and extra particular):
- “Inform me extra about that …”
- “Are you able to be extra particular?”
- “Give me an instance…”
- “How lengthy has that been an issue?”
- “What have you ever tried to do about that?”
- “Has something you’ve tried to this point labored?”
- “How a lot do you assume this has price you?”
- “How do you’re feeling about how a lot this has price you?”
- “What sort of bother does that trigger you?”
- “Have you ever given up making an attempt to cope with this drawback?”
Bear in mind: The questions you truly ask may not wind up matching those listed above verbatim — and that’s okay. Nevertheless, to implement the ache funnel successfully, you must intention to have your dialog at the least observe the same trajectory.
Easy methods to Use the Sandler Ache Funnel
So, what does it take to place the Sandler ache funnel into motion? I all the time suggest beginning by utilizing a gross sales plan template to outline your total gross sales technique. Then, when you’re prepared to make use of the Sandler ache funnel in gross sales, I discover that it’s useful to interrupt the methodology down into three phases.
Stage 1: Drawback Identification
The primary stage of the Sandler ache funnel is the issue identification stage. On this stage, you’ll need to collect details about the issue or hurdle that the prospect is fighting.
For now, you may hold the dialog pretty high-level. For instance, should you’re promoting workplace furnishings, you may ask the potential buyer questions on their present workplace setup and invite them to share any complaints they might have.
By way of this line of questioning, chances are you’ll uncover a theme or broad subject, corresponding to uncomfortable workplace chairs or wobbly desks. To begin to get a greater sense of the issue, you may ask them a few of the questions from the highest of the funnel proven above, e.g.:
- “Inform me extra about that …”
- “Are you able to be extra particular?”
- “Give me an instance…”
Professional tip: When asking these questions, make sure that to maintain it pleasant and informal. As Senior Account Director at Salesforce Vivek Nair explains, when utilizing the ache funnel, it’s essential to “preserve a conversational tone to keep away from an interrogative really feel.”
Stage 2: Price Implications
Subsequent, when you’ve recognized a normal drawback space, it’s time to hone in on the price implications of that drawback. On this stage, you can begin asking extra particular questions that get on the sensible penalties of the problem.
For instance, returning to our workplace furnishings instance, you may ask concerning the influence on productiveness related to defective desks. You might additionally ask concerning the hurt that sitting in uncomfortable chairs could also be doing each to staff’ bodily well being and to staff morale.
To maneuver the dialog towards quantifying these points, you may give attention to a few of the questions from the center of the funnel, corresponding to:
- “What have you ever tried to do about that?”
- “Has something you’ve tried to this point labored?”
- “How a lot do you assume this has price you?”
Professional tip: Bear in mind, not all prices are financial. Glenn Mattson, president of the gross sales consultancy Mattson Enterprise, speaks eloquently concerning the vary of prices that salespeople ought to contemplate.
He argues that “prices aren’t all the time measured in {dollars} and cents.” He goes on, “On the earth of gross sales, it’s essential to contemplate intangible elements corresponding to business standing, status, and private profession implications. These parts usually weigh closely in your prospect’s decision-making course of.”
Stage 3: Emotional Influence
Lastly, within the final stage of the ache funnel, it’s time to resolve the prospect’s ache level. How precisely does this problem make your prospect really feel? What’s the emotional influence of the prices you’ve been speaking about?
In some instances, I’ve discovered that my prospects will be as stunned as I’m to find simply how emotional a difficulty actually is for them. For instance, potential workplace furnishings prospects may not assume {that a} wobbly desk is such an enormous deal. Nevertheless, in the event that they do the mathematics, they could understand that staff with damaged desks are 20% much less productive than their counterparts with up-to-date furnishings.
Or maybe, they discover that a number of of their high staff developed continual again points which will have stemmed from their sub-par workplace chairs, and a few have even left the corporate because of this. Then, they might uncover a surprisingly robust emotional response!
To unearth the emotional influence that the ache you’ve recognized is having in your prospect and their group, encourage them to assume deeply about how they actually really feel. This works finest when achieved in a pure, natural conversational circulation, however the next questions from the underside of the ache funnel can supply some useful inspiration:
- “How do you’re feeling about how a lot this has price you?”
- “What sort of bother does that trigger you?”
- “Have you ever given up making an attempt to cope with this drawback?”
Professional tip: By no means underestimate the facility of emotion. As Mattson explains, the third stage of the ache funnel helps salespeople “perceive how these points resonate with…prospects on an emotional and private stage. Are they burdened, annoyed, or overwhelmed? This emotional connection is usually a highly effective motivator for searching for an answer.”
Sandler Ache Funnel Pattern Script
In fact, with regards to real-world gross sales calls, it may be difficult to go from a theoretical mannequin to an efficient, partaking dialog. That will help you put these concepts into apply, I developed a brief, fictional script illustrating the ache funnel in motion.
Be happy to make use of the pattern under as inspiration when making ready on your personal prospecting calls!
Salesperson: Hello [Prospect’s Name], thanks a lot for taking the time to satisfy at this time. I perceive you’re coping with some challenges associated to your workplace furnishings, significantly together with your desks and chairs. Might you inform me just a little extra about what’s been occurring?
Prospect: Sure, we’ve had lots of complaints concerning the chairs and desks just lately. Staff are saying that the chairs are uncomfortable, and several other desks are wobbly, which is actually irritating for the staff.
Salesperson: I see. That sounds irritating. How lengthy has this been an issue on your staff?
Prospect: It’s been like this for years, but it surely’s undoubtedly gotten worse over the previous few months.
Salesperson: Hmm, that’s regarding. When staff are coping with discomfort like that on daily basis, do you assume it’s affecting their work?
Prospect: Properly, it’s undoubtedly affecting productiveness. Folks complain about again ache or aches from the chairs, and the wobbling desks make it arduous to focus, particularly throughout Zoom conferences. A few of our staff are even taking extra breaks simply to stroll round or stretch.
Salesperson: That have to be taking a toll on each productiveness and staff morale. Have you ever seen some other points, like elevated absenteeism or disengagement?
Prospect: Really, sure. We’ve had just a few individuals point out that they’re enthusiastic about switching jobs as a result of the workplace feels so run down. And there’s simply an total sense of frustration within the constructing. Folks appear much less motivated to get their work achieved.
Salesperson: Wow, that have to be robust. When staff are uncomfortable and disengaged, it may well actually have an effect on the complete tradition of the group. What would it not imply on your staff if this subject isn’t addressed?
Prospect: It might be large. If staff hold leaving or disengaging, we’ll have a more durable time retaining expertise. Plus, the productiveness losses are beginning to add up. It’s arduous to place an actual quantity on it, however we’re undoubtedly shedding helpful work hours each week.
Salesperson: Completely — it seems like there’s an actual threat of each morale and productiveness taking a major hit if this goes on for much longer. What do you assume the price to the corporate could be if the problem continued? I’m speaking not simply when it comes to misplaced productiveness but in addition potential turnover, hiring prices, and the influence on staff efficiency.
Prospect: Actually, we might be taking a look at a a lot larger drawback if we don’t repair this quickly. I can see this doubtlessly growing our hiring prices or contributing to long-term worker burnout. It’s a bit overwhelming, to be trustworthy.
At this level, the salesperson has recognized a transparent drawback with a serious price and emotional influence. Now, all they should do is transition to the answer and shut the deal:
Salesperson: I can see why this can be a main concern. Now, think about in case your staff had ergonomic, comfy chairs and durable desks that supported each their well being and their productiveness. What do you assume that might do for the work surroundings and the staff’s total efficiency?
Prospect: That would make an enormous distinction. Folks could be extra comfy, they’d have the ability to focus higher, and I think about they’d really feel extra engaged and fewer prone to go away. We’d undoubtedly see a lift in productiveness.
Salesperson: I believe so too! Investing in high-quality workplace furnishings that prioritizes consolation and sturdiness can fully remodel the office surroundings.
It seems like addressing these ache factors wouldn’t solely enhance worker well being but in addition scale back turnover and assist increase total efficiency. And primarily based on what you’re saying, it looks as if that is one thing that must be addressed sooner somewhat than later. Would you prefer to discover just a few choices and see how shortly we are able to discover you some sturdier desks and chairs?
Prospect: Sounds nice, thanks!
Placing the Ache Funnel Gross sales Approach Into Follow
The Sandler System’s Ache Funnel is all about digging deep, teasing out actual solutions from prospects, and letting them come to conclusions on their very own that they won’t have even thought-about earlier than. And take it from me: That’s no small process.
You may’t get there by dominating the dialog, drawing fast conclusions, or making an attempt to wrap up a dialog as quickly as you get even a modicum of resistance. Leveraging the ache funnel efficiently takes persistence and thoughtfulness.
In any case, the ache funnel questions are all open-ended. Getting essentially the most out of open-ended questions usually means embracing silence and giving your prospect the house to sift by their ideas. The prospect can then determine their emotions and put these complicated feelings into phrases.
That mentioned, the ache funnel isn’t fully with out construction. The Sandler ache funnel is organized strategically, and the order during which the questions are listed isn’t arbitrary.
To make certain, that doesn’t imply it’s important to adhere to the order rigidly or solely ask the precise questions listed above. As with every gross sales technique, the most effective salespeople will retain some wiggle room to improvise, learn the room, and adapt accordingly.
Nonetheless, I undoubtedly suggest utilizing the usual Sandler sequence as a spine on your conversations. Flow as wanted, however do attempt to keep in line with it when you may. And it doesn’t matter what, make sure that to maintain the dialog open-ended and centered on exposing and understanding the ache factors your prospect is going through.
To Determine a Prospect’s Ache, Simply Get Them Speaking
On the finish of the day, any buy is pointless if there’s no ache behind it. Time and time once more, I’ve realized that there must be some form of want or curiosity motivating a prospect to purchase. As salespeople, it’s as much as us to carry that ache to gentle … after which supply an answer to place it to relaxation.
At its core, the Sandler System’s ache funnel is extremely easy: It’s nearly getting the potential buyer speaking — after which actually listening to what they should say. However with a little bit of construction (and lots of persistence), this easy methodology can set you up for lasting gross sales success.