Technical and Business Pain

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.