One way to have a good sales pitch is to focus more on the prospect pain that you help to resolve or fix.


What is Pain

Pain is basically what is not working well or could be working better for your prospect. While this could be something that is causing a disruption, it could also be an area where things are working OK, but they could be working much better.

An important thing to keep in mind with prospect pain is that the prospect might not know that they have pain. Meaning there is something that is not working as well as it could be but the prospect has no awareness of this.


Why Pain Will Make a Good Sales Pitch

The reason that focusing more on prospect pain will greatly improve your pitch is that it can be more attention-grabbing for a prospect. If there is something that they are concerned about and you mention that topic or include details about that challenge in an email, you can greatly improve your chances of getting the prospect’s attention.


Why We Forget to Talk About Pain

It can be common for us to forget to focus enough on prospect pain, and the reason is very understandable. This can all be traced to the fact that we are compensated and rewarded when we sell our products.

As a result, we end up talking mostly about our products and company when talking with prospects. You really have to go one step further beyond talking about your products to get pain into a conversation, and this is when you start to get to a good sales pitch.


When to Include Pain in Our Pitch

You can use prospect pain at many different times in your pitch. You can include some examples of point points that you help to fix in your introduction/elevator pitch, whether that is over the phone while networking, in a voicemail message, or in an email.

You can also share some common pain points that you help to fix later in a good sales pitch when you feel like the conversation is not going anywhere or if you start to face some objections. When you hit a wall or don’t know where to take a call, you can fall back to say something like this:

Oh I see. Well, when I talk with other [prospect title]s, they often have challenges with [pain example 1], [pain example 2], and [pain example 3]. Are you saying you don’t have any of those concerns?


How to Get More of a Focus on Pain

The first step to getting your pitch more focused on the prospect’s pain is to figure out the key problems that your products help to fix or resolve. An important thing to note here is that your product may resolve different problems for the different buyer personas that you sell to.

Once you have your list of key problems or pain examples, you can use those in the areas that we outlined, like your introduction and responses to objections.

You can also use the pain points that your products help with to develop a great list of probing sales questions. For each problem, there could be one or two questions that you can ask to see if that prospect has the pain that you can help with and these questions will also help to make a good sales pitch.