Sellers must understand the more detail-oriented technical pains as well as the wider-ranging business pains of a customer’s organization. Elite salespeople are able to balance both worlds. You should be able to speak with those involved with the operational aspects of a company, learn their pain through effective discovery, and then move up and tie those technical pains with business issues that will catch the attention of C-level executives. In this episode, John Kaplan explains in depth the differences between technical and business pains, how elite sellers connect the two, and the importance of getting customers to put on their coat of pain.

Here are some additional resources

• Enable Your Salespeople to Help Buyers Stand in the Moment of Pain
  • https://bit.ly/2ZEoRgI
• Finding the Business Pain w/ John Kaplan | Podcast
  • https://apple.co/3IjzrRb

Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.