Many times in a buy/sell situation, the buyer does not know what his pains are, just symptoms of the pain. Typically, he knows he wants to rid himself of the pain but needs more information to determine what it will cost him to do that. Cost comes in many forms: time commitment; effort to be made; or monetary investment to solve the problem.
Our inate drive to maintain our compfort zone directly effects how and what we purchase. Pain versus pleasure, similarity versus unfamiliarity, are feelings and emotions that impact most facets of our lives. How we deal with such emotion directly affects our motiviations to buy things that make us feel better.
A skilled sales person must systematically qualify the prospect to find answers to the following questions:
What are the prospects pains?
Can my product or service effectively eliminate the defined pains?
Is the prospect truly motivated to eliminate pains?
Does he have the financial resources to proceed?
Does he ultimately make the buying decision?
Many sales technique training programs emphasize product or service features. Potential prospects want to know about the features but first want the sales person to understand their problems, how long they've had them, what it's cost them and what they've already done to try to fix them. A prospect needs to do this before they can full digest any form of potential pain relief.