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Symptom Selling
Buyers describe symptoms. Most sellers answer with features. This is the method for diagnosing the problem underneath the words, and a process to find a painless fix.
Every buyer opens with a symptom. Calls are slipping. The team is not following the process. Nothing closes at the price we want. Most sellers hear the symptom and answer with a capability, and the buyer is left translating a feature into a fix they have to imagine.
Symptom Selling is the method for the other path. Find the mechanism connecting the symptom to the loss, prove it with evidence the buyer can check while you are sitting there, and let the offer arrive as the answer to a question they just watched get asked.
What is inside
- Why the stated problem is almost never the buying problem
- How to run a diagnosis a buyer can feel, not a discovery script
- The language that moves a decision without pressure
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