It’s been widely accepted, ever since the 1980s, that you first have to sell the “pain”. Sales people have used techniques to make this pain ever more compelling. After all, if the pain is great enough, the client will “move”. One example of this technique is the disturbing question: “How are you going to keep on paying your mortgage if you become unemployed?”

Nevertheless, we still see that potential clients can show resistance. This resistance can for example be expressed with escape responses: “I’ll have to think about that” or “I’m not interested”.

Why has it been overlooked for 30 years that simply “Selling the Pain” is not enough?

Copyright © 2011, René Knecht