Uncover Your Buyer Pain Points With These Questions

Buyer Pain Points

Sales Questions that Uncover Buyer Pain Points

How can you best serve your customers as a sales professional? By adopting the mindset of an emergency room doctor. Yes, you heard that right! Just as doctors assess and address the root causes of a patient’s symptoms, as a new home sales professional, your goal is to dig beneath surface-level issues to understand the true pain points of your buyers.

Identifying the True Issue

Imagine a scenario where a homebuyer complains about their home feeling cramped. This complaint is the visible pain, but a skilled salesperson needs to diagnose the underlying issue. For example, the house might feel spacious most of the time, but becomes overcrowded when all three teenagers are preparing for school in the same bathroom at the same time.

Identifying this specific scenario helps in understanding that the pain of “cramped” is really about inadequate space during specific times, which can lead to targeted solutions like looking for homes with multiple bathrooms or larger preparation areas.

Delving Deeper with Strategic Questions

To effectively uncover these underlying issues, here are three potent questions you can incorporate into your sales conversations:

  1. “When specifically is this a problem?”This question invites the customer to provide specifics about when they experience the most discomfort. For instance, if a client complains about noise in their townhome, asking for details can reveal that it’s not a constant problem but occurs during particular times of the day. Understanding the specifics not only helps in diagnosing the issue accurately but also allows you to connect more deeply with the customer’s experience, as they recount and thus relive the frustrating moments.
  2. “Is the problem getting worse over time?”
    This predictive question helps both the salesperson and the customer evaluate the problem’s trajectory. For example, asking a client whether their long commute has been getting worse can lead them to realize the escalating nature of their problem. This realization can make the need for a change more immediate and pressing, facilitating a decision to seek a better living arrangement sooner rather than later.
  3. “Who else is affected by this?”
    Expanding the scope of the impact, this question helps uncover the broader implications of the problem. By asking a customer to consider how their living situation affects others—be it their children, spouse, or even pets—you tap into their emotional concerns. This often uncovers additional motivation for change, driven by the customer’s desire to improve their loved ones’ quality of life.

Why These Questions Matter

By asking these detailed and thoughtful questions, you do more than just sell; you show genuine care and concern for the real issues affecting your customers. This approach not only helps in identifying the real problems more clearly but also builds trust and rapport, positioning you as a thoughtful consultant rather than just another salesperson.

These strategies are designed to elevate your sales conversations from simple transactions to meaningful interactions. They encourage customers to think critically about their situations, fostering a dialogue that centers on their needs and how best to meet them. As you implement these questions, you’ll find that your discussions become more engaging and productive, leading to better outcomes for both you and your clients.

Don’t Be Afraid To Dig Deep

Remember, the essence of great salesmanship lies in your ability to ask the right questions, dig deep, and understand not just what your customers say, but what their words signify about their broader needs and desires. So, the next time you engage with a client, channel the meticulous, caring approach of an emergency room doctor. By doing so, you’ll not only uncover the true pain points but also pave the way for solutions that genuinely enhance their lives.


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About the Author: Jeff Shore

Jeff Shore is the Founder and CEO of Shore Consulting, Inc. a company specializing in psychology-based sales training programs. Using these modern, game-changing techniques, Jeff Shore’s clients delivered over 145,000 new homes generating $54 billion in revenue last year.