How to Use Pain Points When Cold Calling

Pain Points?
Something that is not working well
Something that could be working better
Something to be concerned about

Why this is helpful:
1. People are more motivated to fix problems
2. Can help with getting the prospect’s attention
3. Can help explain what you sell
4. Can help to generate leads
5. Can help to qualify prospects (pre-qualify)

Why this is difficult:
1. Difficult to know what pain points to talk about
2. Difficult to get pain points into the conversation

• Make it easier to teach new reps what to say
VALUE POINTS
• Decrease new hire ramp up time
• Get reps selling more
VALUE
• Difficult to teach sales reps what to say and ask
• Take a long time to get reps ramped up and producing sales results
• Costly to have to let reps go due to sales performance
PAIN POINTS
PAIN

PRODUCT TARGET VALUE PAIN QUESTIONS
CUSTOMER
EXAMPLE

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

1. Difficult to know what pain points to talk about
2. Difficult to get pain points into the conversation

Cold Call Process
OPEN THE CALL
PURPOSE FOR THE CALL
QUESTIONS
PRODUCT / COMPANY INFO
CLOSE
SALES TAKEAWAY
PAIN POINTS

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Points
Great. The reason for my call is that we work with sales trainers and they are often
concerned about:
• It can be difficult to teach sales reps what to say and ask when talking with prospects
• It can often take a long time to get reps ramped up and producing sales results
• It can be costly to have to let reps go due to sales performance

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Questions
• How difficult is it teach new sales hires what to say when talking with prospects?
• How do you feel about the amount of time it takes to get sales reps ramped up and
producing?
• How important find training improvements that can increase sales?

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Current State
• Do you use any kind of script or sales playbook?
• Do you have a formal sales training process?
• Do you use any type of sales methodology?
• How many sales reps do you have?
• Do you have inside sales? Field sales?
• Are your reps performing any type of outbound sales activities?

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Pain Points
A lot of sales trainers that we work with are concerned about:
• It can be difficult to teach sales reps what to say and ask when talking with
prospects
• It can often take a long time to get reps ramped up and producing sales results
Are you concerned about any of those areas?

Based on what you have shared, it might make sense to talk more because as I
mentioned, I am with [Company] and we provide a web-based app called
SalesScripter:
• Sales message builder
• Sales playbook
• CRM and email automation
Some ways we differ are:
• We are the only platform that helps salespeople know what to say and ask
• We are the only software platform that generates call scripts and email
templates
Some impacts from not doing anything in this area are:
• It can be difficult to teach sales reps what to say and ask when talking with
prospects
• It can often take a long time to get reps ramped up and producing sales
results
INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS

INTRODUCTION
QUESTIONS
CLOSE
SALES TAKEAWAY
PAIN POINTS
Customer Example
• We actually worked with a sales trainer and they were having difficult getting
their reps to learn the pitch.
• We helped to solve that with our SalesScripter software application and sales
system.
• This not only helped get the reps to know what to say, but ultimately helped
them to decrease sales staff turnover by 40%.
Key: Customer | Pain Point | Product sold | Value Point

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SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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How to Use Pain Points When Cold Calling

How to Use Pain Points When Cold Calling

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