Module 9: The Value Selling Approach

Ask Questions to Uncover Pain Points

The second step within the Value Selling Approach focuses on the business and network “pain” that your customer is experiencing in achieving their strategic objectives. Corporate “pain” flows throughout an entire organization. There are two types of pain your customer may be feeling –overt pain and latent pain.

Overt pain is defined as known, identified issues, problems, or difficulties the customer currently recognizes and can articulate specific to their network or organization.

Latent pain is defined as either:

1.		Unknown, unidentified issues, problems, or difficulties of which your customer may not be aware.
2.		Known issues, problems, or difficulties that your customer IS aware of – but may have not been able to solve or address in the past.

Without pain, the executives, managers, support personnel, and other resources within your customer’s organization will not be as willing to adopt a solution to change or address it. Using the Value Selling Approach, one of your goals is to get your customer talking about the overt and latent pains they are experiencing, so that you can begin to set the stage for how these pains can be addressed.

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