Pending Business: Pain Management | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: Pain Management

| December 21, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — How about in 2021 we eliminate “Pain Point” from the sales process?

Why should professional selling include the most negative experience the human body can experience?

It makes no sense to me today or from the first day I was exposed to the “probe for the pain point” strategy of selling. Discovering marketing solutions is a fluid, positive process anchored by a relationship built on trust, not finding the pain.

Everyone from semantic experts to neuroscientists agree, the brain will process consciously and subconsciously. That infinite hard drive you were born with is always on, even when you least expect it. So why even think, “pain” when you’re engaged in selling? Experience has shown me, the “pain point” reference is a short cut to a lack of homework by the seller combined with “throw it against the wall” questions during the sales process. At the risk of being politically incorrect: L.S.S. or Lazy Seller Syndrome is becoming more common as we work remotely and rely on boilerplate packaging. Maybe it takes too much time to prepare properly for a sales meeting, online or in person.

Professional sellers know, relationships are built over time. Trust is earned through consistent performance. Consider this one simple point, the more you know about your prospect and their business, the faster you build that important foundation of rapport, the better the quality of questions leading to clear goals, objectives and budgets. The better your Q & A focus, the greater the chances of winning business.

Some takeaways to build on when you meet with a decision maker:

  • Think through the first three questions you will ask.
  • Unlike the courtroom, “yes” or “no” answers mean you’re asking the wrong questions too early in the sales call.
  • Work in a feed back loop question. “How are we doing so far?” Working remotely means reading the room and body language are a luxury.

Remember, selling is about building an experienced based skill set. Understanding how to frame questions that clarify goals and win trust is a learned skill, just like the health care professionals who have the training and the commitment to mitigate pain.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at:

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Category: Sales