TRANSITIONING “SETTING EXPECTATIONS” TO “UNCOVERING PAIN”
Earn the right to ask a question
Transition: DIQ Formula
• DIQ Formula:
• Example: “Can I get your number?” Or what’s your budget?
• vs “Hey I saw you over there and…how about we exchange numbers and if we’re both feeling it, we can grab coffee sometime and get to know each other”
• Typically when we’re working with clients who face a similar challenge, they’ll invest around $10K to $20K to solve their problem. Now if you were to ballpark how much you’re willing to invest, what would that look like?
DIQ Formula Example:
• D – I noticed a lot of cafes in the LA area have been using Instagram to promote their business
• I – And it seems like they’re getting a lot of foot traffic and generating more revenue because of it
• Q – I was curious to know what were your strategies around Instagram marketing
Your job is to figure out what they have and a create a vision of what they want and fill the gap in between how they actually get there
• Step 1: Find someone who doesn’t need what you have
• Step 2: HURT them as much as possible
• Step 3: Make them feel SICK
• Step 4: Put them in CRITICAL condition
• Step 5: Be their SAVIOR and make them well again
Wherewith TO uncover PAIN
The best way to uncover pain is to ask questions
• What do you mean by…
• Can you be a little more specific?
• What’s an example of that?
• How long has this been a challenge?
• Have you tried anything to solve this?
• Why do you think that didn’t work?
• How much do you think it’s costing you?
• Has anyone at your company tried anything else?
• Is your company committed to fixing it?
• What happens if you do nothing?
• How does that make you feel?
• Does this directly affect you?
• Are you going to give up?
• How do you think I can help you?
• This seems like a huge problem, why haven’t anyone solved this yet?
Rules of the Pain Pyramid
• Typically takes 3 or more questions before getting to personal pain
• When you get a hint of pain, go DEEP
• Don’t solve pain too quickly. Listen and get as much information about the buyer before selling your product or service
• Example: If you’re talking to someone, and they just stare at you…you feel like they are not listening.
• You have to make the person FEEL like you are listening
• Active listening is how you build trust to get closer to a persons’ emotional pain
• Empathy is a critical
Four Techniques for Active Listening
1) I understand (most effective)
- I understand what you’re saying
- That makes sense
- That’s not unusual
2) Parroting – repeat their words exactly
3) Rephrasing – rephrase and send back to them
4) Feeding Feedback
- Capture prospects emotion in your mind as you listen
- Feed their emotional back to them later
- Example: Sounds like you’re a little frustrated with…
Active Listening Signals
• Verbal Signals – act to what they say
• Body Language: head nods, etc
Everybody has a story to tell but not all find people to listen, you are the one who should listen