Has this ever happened to you, when on a sales call with a ‘hot’ lead…
The entire call goes well.
You know the prospect’s a good fit.
You know the prospect knows they’re a good fit.
But at the end of the call, when the time comes to close them, they hesitate.
Whatever their objection, they refuse to pull the trigger. Just about every salesperson I’ve met has found themselves in this situation. If you can relate, don’t worry — you’re not alone.
It’s an easy fix, but only if you throw out all the outdated and misleading advice you’ve got over the years.
Because all the so-called experts give it, and they are ALL wrong.
(in this article, I’ll explain why)
Why the Advice to Ask Questions is Bad Advice
Here’s the atypical, bogus advice most sales “experts” give:
- Ask your prospect questions throughout the call…
- Listen to understand — find out what their pain is…
- Identify their pain, reflect it back to them and show them the solution…
- Give them the solution, close the deal and live happily ever after!
Bad advice, my friend.
Let me explain why…
It isn’t that you shouldn’t ask questions (you should) or understand your prospect’s pain (you need to), but rather you cannot expect your prospect to tell you what it is.
Why? Because they don’t know it!
If they did, they would have already solved it by now…
This is why the advice to ‘ask the right questions’ is bad advice. Because unless you know WHY you’re asking these questions, no answer will help you close the sale at the end of the call.
Your prospect has a pain, that much is clear. But not all pain is the same, and the obvious pain that your prospect gives you is not the pain that matters.
Let’s use how we started this article as an example…
You’re getting qualified leads on a call, but struggling to close the sale. This produces a pain, leading you to say: this isn’t working… my sales pitch is broken and needs fixing.
This is what most people focus on. If you’re on a call with someone like this, you say you can solve their problem by fixing their sales script and teaching them how to close.
But this isn’t the pain that matters!
This ego level pain creates a deeper, intellectual one. A broken sales pitch leads to less sales, which means you struggle to pay the bills each month. You live in feast or famine…
- You never have enough cash flow…
- You don’t have money to reinvest into your business…
- You struggle to pay yourself a wage each month…
The pain of not closing the sale isn‘t what hurts. It’s the lack of money that does.
But is this where it ends? I don’t think so!
Yet this is where all the “expert” advice does.
Intellectual pain like this creates much deeper pain within.
- The stress of not knowing whether you can pay your team this month.
- The affect the long hours has on your health and mental wellbeing.
- The arguments at home, as you explain why you can’t pay off the credit card.
- The sleepless nights, as you wonder if all “this” is even worth it…
Not all pain is the same. Yet most people only focus on the ego-level stuff. This is the advice they gave you all these years… to ask questions, find out what their problem is and solve it.
The thing is… This IS NOT how you become an Elite Closer.
The 3 Levels of Pain Points Every Prospect Has
You’ve just gone through these 3 Levels of Pain. You’re reading this article because you have a sales problem, struggling to close more leads.
This is an Ego Level Pain Point.
It leads to money problems, cash flow issues and the dread of looking at your bank account each month.
This is an Intellectual Level Pain Point.
Yet, money only matters when you give it perspective. A lack of money creates deeper pain that most of us don’t wish to confront. So, we push it deep down and focus on only the ego level shit.
This is what your prospect does, which is why they don’t truly know what their pain is.
That’s what this article focuses on: Understanding these 3 Levels of Pain so you can help your prospect get to the root cause of their problem.
There are enough average sales people out there, only scratching the surface.
You don’t need to be one of these — YOU can become a Master Closer.
But you only will if you leave all that “easy” advice behind. That’s why the so-called experts give it… it’s easy, and doesn’t require you nor them to do much work. It’s a quick sale. It’s a quicker fix.
Yet it’s one that creates much bigger issues further down the line…
I’m on a mission to put a stop to this. I’m tired of seeing misleading advice shared on the internet. I’ve spent the last decade at the top of my game, working with some of the best closers in the world. I’ve helped dozens of people reach this level.
Nobody gives the advice that follows in this article, but this is the advice you need.
This is what I share with my 1-1 clients. So, keep reading if you’re ready to level-up your sales 😉
Level 1: Ego Pain Points
You don’t need me to tell you how important it is to understand your prospect’s pain and triggers. If you’re reading this, I imagine you’ve been closing high ticket sales for sometime now.
(or at the very least, read a lot about it, taken a few courses and have a successful product)
You’re ability to connect with your prospect on the call is what makes or breaks the sale. You need to ask questions. You need to listen. You need to learn about their pain, because this is the only way you can solve their problem.
But — and this is really important — your prospect never gives you the real answer.
Instead, they focus on the ego level pain points they think are the problem.
- My Facebook Ads aren’t working…
- My lead generation is broken…
- My sales team aren’t closing enough calls each month…
This is the pain your prospect wants to share with you. When you ask questions and dive into what their problem is, this is the only thing they will focus on. Why? Because it’s easy.
They want a miracle; for you to come in and fix their ads, lead gen or whatever else…
As a high ticket closer, you need to ask these questions and listen. You need to listen good, and read between the lines. Because it’s what you learn at this level, which leads you to what comes next.
Level 2: Intellectual Pain Points
The reason all the “experts” stop at Level One advice, is because to get to Level Two requires hard work. It’s not enough to read an article like this and poof… magic, you have all the answers.
It doesn’t work like that, friend.
You want to be a high ticket closer, you need to become one.
This begins by listening to your prospect, and reading between the lines. It’s your job to get to their root cause, not keep them in their comfort zone and offer empty promises.
Because if all you do is fix their Ads, Lead Gen or traffic, you’re putting a bandage over the problem. Whereas those at the top of their game go beyond this, healing the wound once and for all.
How do you do this?
You listen. You listen to them tell you about what they think their pain is. You then reflect this back to them, but go deeper by turning attention to their Intellectual Pain Points.
- If your Facebook Ads aren’t working, I imagine that’s costing you a lot of money. It must be hurting your projected revenue, too. What’s your cash flow like at the moment?
- A lack of lead generation must be hitting your bottom line hard. Are you consistently making the money you want to each month?
- With your sales team not performing as expected, it must place a strain on your overall finances. Are you struggling to pay your entire team each month?
Your prospect won’t take you to this point. You must listen to them, reflect on what you’ve heard, and then, dig deeper.
Learn about their finances, and the struggles they face.
Push them into facing these issues!
They need to. If they’re to overcome their biggest problem, it’s the only way.
If you want to learn how to go from a ten-percent closing rate to a 50%, 60% or 70% closing rate, you have to identify their third, and most important pain point.
Level 3: Emotional Pain Points
“How does this make you feel?”
This may be one of the most powerful questions you can ever ask on a sales call.
At this stage, your prospect has started to open up. You’ve helped them face some tough issues; issues, until now, they kept pushing away.
YOU have helped them see that it isn’t a bunch of broken Facebook Ads that keeps them awake at night. But rather, their fear of when the money runs out.
By asking this question, you help your prospect tap into the root cause of their pain. You remove all objections and resistance, allowing you to work with them and have a huge impact on their life.
But whatever the call, and whoever it’s with, it’s always there.
People don’t buy based on logic.
They buy on emotion; what they feel.
If you can get them to feel what they’re truly feeling, the sale practically closes itself. Until now, they’ve masked their pain with Level One excuses. Once in a while, they may let those intellectual pain points come forward. But they stop there and turn to a drink, movie, night out or whatever else helps them escape.
Yet once the Emotional Pain Points come to the surface, they’re hard to get rid of.
Your prospect knows they need to take action.
They now see that they need help.
They realize the problem is much bigger than they imagined.
And you’re the person who helped them get there.
They’ll never give you that personal pain unless you dig for it. This is the difference between a true high ticket closer and all those who struggle to close the sale. This is the advice none of the “experts” want to share, because to get to this point requires a lot of work.
You thinking mastering this skill is easy?
Come on… it took me YEARS to get this right.
Done properly, you become more like a therapist than a salesperson.
But sales done properly isn’t all that different to therapy.
After reading this article, I hope you see how…
Now, to finish up this post, I’d like to offer you a harsh truth (something else the “experts” don’t do).
You ready for it?
You really, really ready for it?
Okay. Here we go…
Having read this, you’re not suddenly a high ticket closer who can guide your prospect through each of these phases. You’re now aware. Which is good. But awareness alone isn’t what you need.
You need Action!
You need to DO the work!
The good news is, I’ve created a free community that empowers you to do this. It’s for those who want to take what they’ve read about here, and put it to practice.
If you’ve taken value from this article, I invite you to join us.
This private mentorship group gives you access to me and other high ticket closers. It’s a place to ask questions and surround yourself with people who force you to level-up.
Learning how to understand your prospect’s pain points is one of the most valuable skills you’ll ever learn.
But the real magic comes in helping them understand what their real pain points are.
By joining this private mentorship group, we’ll show you how–and challenge you to become the best you can be.