The Audible-Ready Sales Podcast Technical and Business Pain
Oct 8, 2024
In this discussion, John Kaplan, a seasoned sales leader and consultant, shares insights on bridging the gap between technical and business pain. He highlights the need for sellers to master detailed operational issues while also focusing on broader business impacts. John emphasizes the use of strategic discovery questions to create urgency and engage C-level executives. He intriguingly likens customer pain to a 'coat' that they must acknowledge, showcasing a unique approach to understanding and addressing client needs.
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Technical Pain Is Necessary But Not Sufficient
- Technical pain is operational and moves you down the organization, covering ease of use and technical fit.
- It is table stakes but insufficient without linking to bigger business impact.
Follow The Money To Find Business Pain
- Business pain moves you up the organization and ties to strategic, monetary consequences.
- Follow the money to reach people with power, influence, and urgency.
Move Up And Use Discovery To Create Urgency
- Move up from technical contacts when they don't know the business implications of the problem.
- Ask great discovery questions so customers draw their own conclusions and create urgency.