Discovering the “Pain”
Many sales training programs instruct salespeople to look for the prospect’s “pain” points. Their contention is that customers are motivated to purchase services only if the service relieves a pain or problem. In many sales situations, the prospect knows the pain and is looking for a solution- for example, “My computer is broken. It can’t be repaired, and I need to purchase a new one.” In other situations, a salesperson has to identify the pain for a prospect and then sell her the solution: “Are you aware that your computer isn’t being backed up offsite to a secure location, and you could lose all your information? You need a backup service.” When you are buying something, consider what pain you are hoping to relieve.
Candidates can do both- sell to the obvious pain and identify additional pain points. The obvious pain is the company’s stated reasons for hiring- replacing a person who has left or staffing a new position. There are typically more subtle issues beneath the obvious reasons for hiring someone. Your task is to discover the subtle issues beneath the obvious ones and include these in your interview.
You already know how to discover the pain points: Ask good questions and listen. When interviewing with the hiring manager, listen for subtle statements related to pain points. For example, suppose you’re interviewing for a call-center supervisor position. In the interview, the hiring manager mentions that she spends so much of her time doing reports that she is not able to implement new money-saving programs that would make her look good. The obvious pain point is supervising the staff, but the subtle pain is all the time-sucking reporting. The first step is to gather more information about the reporting pain by asking, “What kinds of reports are required and how often?” When you have this information, talk about things you have done in your past related to reporting and how your experience with reports can save her time. This could be just the differentiator you need to win the position.
Consider that a hiring manager’s work pain may be related indirectly to personal issues. For example, a hiring manager might do a lot of traveling and thus sacrifice time with his family. If you can take some of the travel burden, he can spend time with his family, and you’ve addressed that pain. Once again, by asking good questions and listening, you can hear pain points that, if addressed, can be the pain reliever you can use to land the job.
The Best Pain of All
The best pain of all is the pain a hiring manager begins to feel when she thinks about working with someone other than you- another candidate who could be less than satisfactory, less efficient, less ethical, less timely, less friendly, less enthusiastic, and less able to solve her pain points. When you have done a great job of interviewing, the hiring manager will begin to experience this pain, and she will work hard to hire you. No one wants to hire number two, and she will negotiate with you to bring you onto her team. You are in your strongest negotiating position at this point in regard to compensation negotiations.