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To Get The Sale, Focus On The Pain!

Here’s a little secret people don’t like sharing with you…

The best way to get people interested in your products is to hammer home every single pain point they have that your products can fix. Most sales are made because the product or service relieves a particular pain the customer has.

For instance, a pain for me is doing yard work. So, I hire a lawn service to do it for me. I had a relative once ask me to help her move. The thought of doing that was painful. I hired a moving service to move her. There was pain, and I paid to have it go away.

Understanding the Power of Pain Points in Sales

No one likes to feel pain. And the biggest reason someone buys is to alleviate pain.

A few years ago, this alarm company would pick a neighborhood they wanted to send their sales reps. Before they sent them, they hired a burglar to break into one of the homes in the neighborhood. Then, they would send their sales reps a couple of days later.

The neighborhood had just heard about one of their neighbors experiencing a burglary. They used to think their neighborhood was very safe. Now they didn’t. Of course, this made sales a lot easier for the alarm company.

Of course, I’m not recommending this (the alarm company eventually got caught doing this when a burglar was caught and squealed on the alarm company), but the point is people buy because of pain.

Real-life Examples of Pain Points Driving Purchases

Pain is more than just physical pain. Your products could help with pain: fear, timidity, lack of confidence, going through life as a victim, apprehension, doubt, anxiety, dwelling on bad things that could happen, and more.

It can also be very subtle. For instance, is a stun gun too big for my small hand? Will I get shocked if I touch someone when I stun them? Can pepper spray accidentally go off in my purse, are hidden cameras hard to set up, can I get into trouble using a stun gun or pepper spray on someone, etc.?

Utilizing Pain Points in Sales Strategies

You should use these pain points in any sales copy, product descriptions, and emails, and if you are selling offline when speaking to a potential customer.

The most effective way of doing this is to make a complete list of your product’s features and benefits, detailing all of the good things it will do for your customers.

The Emotional Connection: From Pain to Pleasure

Then, take each of those positives and flip them around to write a negative pain element that your customer faces. If you do this, you can go from their pain to the pleasure they will feel when they realize your products help with the pain.

Tapping into the pain is crucial because it evokes the most critical emotions, and when it comes to selling, it’s all about emotions. No one buys something based on a list of features; they always buy on how it makes them feel. With your products, you want them to feel safe.

Focusing on the pain will improve your conversions – remember, all selling is about emotions, and if you can illicit emotions, you’ll make the sale.

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Michael Gravette

Michael Gravette is the founder of Safety Technology, a company that specializes in providing non-lethal self-defense devices. He is an Air Force veteran, serving in Vietnam in 1969 at Tan Son Nhut Air Base in Saigon. He started this business in 1986 with just one product, stun guns, operating from his home. Over the years, Safety Technology has grown to become one of the largest drop ship wholesalers of self-defense products in the country; offering a wide range of items including stun guns, pepper sprays, personal alarms, hidden cameras, and knives.

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