The Pain-Problem Gap: How to Dig Deeper and Sell Smarter in Rural Sales
Here’s the thing about problems: they’re public. Pains, on the other hand, are private.
If you want to make more sales, you need to stop focusing on problems and start uncovering pains. Why? Because pains are specific, personal, and often the real motivators behind action.
The truth is, pains drive urgency. When something hurts enough, people move to fix it—fast. Problems, though? They can linger for ages without sparking much action.
Problems vs. Pains: What’s the Difference?
Let’s break it down:
- Problems are external:
They’re the symptoms everyone sees, like declining sales or low customer retention.
- Pains are internal:
They’re the emotional and practical impacts of those problems, the ones people don’t share openly—except with those they trust.
Take this example:
Problem: Your customers aren’t buying enough, and sales are sinking.
Pains:
- Lost profits mean tighter margins, cutting your ability to invest in marketing.
- Top talent is jumping ship to competitors.
- You’re forced to lay off employees who depend on their paychecks to cover their mortgages.
- The looming risk of losing your business—and the home you staked on it.
- A loss of identity among peers in your industry.
- A demotivated sales team that sees price as their only weapon.
- Poor cash flow means no chance for the break you desperately need.
- Setting a dangerous precedent in the market that says your business can be bought cheap.
See the difference? The problem is visible; the pains are visceral.
Why Pains Motivate
Here’s the kicker: pain has severity. A ruptured Achilles needs immediate attention. But a problem—like being a bit out of shape—can be tolerated indefinitely.
When you uncover your prospect’s pains, you activate urgency. You move them from “I’ll think about it” to “I need to fix this now.”
How to Unearth Pains Without Being Pushy
You can’t just walk in and say, “Tell me what’s causing you pain.” That’s far too blunt and off-putting. And whatever you do, avoid the corporate jargon of “pain points.” It’s cold, clinical, and alienating.
Instead, ease into it. Start with something approachable:
- “Would you mind me asking, what problem are you trying to solve here?”
This opens the door. Once they start talking, you can gently probe with follow-up questions to dig deeper. Use the powerful questions I shared with you in a previous email (link here) to get to the root causes of their pain.
The Sales Process: Problem to Pain to Prescription
Think of yourself as a doctor.
- Diagnose: Identify the problem.
- Understand the pain: What’s the real impact?
- Prescribe the solution: Show how your product or service can alleviate their pain.
The more clearly you can label their pain and position your offering as the “painkiller,” the more compelling your pitch becomes.
What’s Their Pain?
Here’s your homework:
- What pains are your prospects experiencing?
- Have you labeled them clearly?
- How can you help them alleviate that pain?
If you’re stuck in long sales cycles, the real issue might be that your prospects aren’t feeling enough pain to act.
Final Thought
Don’t just address problems. Go deeper. Be at pains to find their pain—because when you do, you’ll move from being just another salesperson to being the trusted partner who truly understands their world.
Get it right, and you won’t just make the sale. You’ll make a lasting impact.
