Too many salespeople are ready to pitch before they’re ready to listen. But a product or service is only as valuable as the problem it solves. And if you don’t slow down long enough to uncover what’s really going on beneath the surface, you’re not solving anything. At best, you’re just hoping you guessed right.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, welcomes Robert Perry, partner and trainer at Sandler by the Ruby Group, to talk about pain. Not surface-level problems, but the kind of personal, emotional, and financial impact that actually drives someone to make a decision.

Too many reps hear a problem and rush to a solution after asking just a couple of questions. Robert explains why that approach falls short, and how elite performers go deeper.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

–Most salespeople stop once they understand the problem. Elite salespeople go deeper until the buyer feels the impact

–No pain, no sale

–Surface-level issues are usually symptoms of something bigger

–The average salesperson asks about 2.2 questions before pitching a solution

–Real buying decisions happen when there’s financial, emotional, or professional and personal impact

–Asking about the cost of inaction is just the starting point

–Emotional labels (frustration, overwhelm, concern) help bring clarity to the buyer’s situation

–Silence is a powerful tool. Don’t rush in to “save” the conversation

–Buyers respect salespeople who care enough to truly understand their situation

–Consultative selling is less about your product and more about how the buyer experiences their problem

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Helpful Links:

Robert Perry, Partner, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Why Sellers Need To Go In Search of Pain, On Purpose with Robert Perry