By Tom St. Louis - Canada’s Marketing Wizard

November 11, 2002
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Using Pain to Build Profit: Part 3

Dear Subscriber:

In the past two issues, I have presented the case for
pain. Despite the fact that it may not sound nice,
creating, deepening and controlling your prospect’s
pain is the secret to mastering the sales process.

I have given you a few examples, including the farmer
and the dog. Now I’d like to recommend a great book.

It’s called Solutions Selling by Michael Bosworth.
This book shows you a gentle yet masterful approach to
creating pain using nothing more than a series of nine
questions. All you have to do is read the book,
customize the questions for your business and poof!
your closing speed will go up and your conversion
ratio will significantly increase.

The bottom line about motivating people is that only
one thing can be top of mind at any one time. If a
person is trying to get out of discomfort, a lot of
other things which should be priorities will fall away.

Think of all the things you want in your life and in
your business. And, think of all the frustrations you
face in growing your business. The ability to create a
customer would cure a lot of those frustrations, don’t
you think?

If you could end the frustration of having limited
control over your customer creating process, you’d
be farther ahead, right?

If that’s you, then you really should learn how to
create, deepen and control prospect pain. Get Solutions
Selling. You won’t regret it. (I am not an affiliate
of Michael Bosworth, by the way).

Until next time,

Tom St. Louis

P.S. See a brief interview with me in this month’s
Profit Magazine: http://www.profitguide.com/magazine/
issues_article.asp?ID=1144

P.P.S. If this issue of Marketing From The Heart has
been inspiring, useful or thought-provoking, please
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associates.

P.P.P.S. If you have a particular marketing challenge
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questions@zerald.com. Your question may be featured
in an upcoming issue.

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