“Most people you’re selling to are not experiencing much pain. Your first task, therefore, whether you’re selling a healthier lifestyle or enterprise software, is shattering that delusion. You can’t do that by talking about pain, because your prospect isn’t yet experiencing pain — either because there is none, or because he or she is in denial.”
There’s a conventional wisdom in sales and marketing that you need to present your product as the cure for the buyer’s pain point.
But, what if they’re not actually in pain?
He explains how to frame your sales pitch in a way that presents you and your product not as a doctor treating a patient, but as a wizard helping a hero.