CHAPTER 12Pain—Establishing Reasons to Do Business

In the enterprise selling world, learning how to qualify a personal and organizational pain is vitally important. This is one of the skills that distinguishes sales professionals from amateurs.

SANDER ENTERPRISE SELLING RULE

No pain, no sale!

The stakes are very high here. Identifying pain is critical to the Sandler qualifying process, and the risks associated with not qualifying effectively are multiplied exponentially at the enterprise level.

Think about it. What happens if you misdiagnose pain at this level? You may waste time, money, and attention pursuing an opportunity that isn’t a good fit or doesn’t exist. You may walk away from an opportunity that is perfect for you because you didn’t ...

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