Why I have a hole in my shoe

Identify the pain or problem behind a “want” – or risk an unsuccessful conclusion

“You know, I’m definitely going to smarten up a bit when we get back to England” I said to my girlfriend as we sat sipping the froth off our cappuccinos sheltering from Rome’s 30 C summer heat, watching smart Italians going about their business in beautifully cut suits, well-ironed shirts and expensive shoes.

My girlfriend, no doubt with images of me looking sharp in new clothing, smiled ear to ear.

Three months later back in Oxford and I’m still clad in my holey old favourites and I think my girlfriend is giving up hope.

“Why hasn’t he done it?” she must be asking herself. “He said he would”.

To me, there always seems to be something more interesting, more important to spend my money on. There is little “pain” in not changing (my friends and family are a laid-back bunch and I have a good wardrobe of smart business clothes to use whenever needed). I’d certainly like to have some more smart casual clothes, but I’m not really that bothered.

When you hear a “want”, qualify it. Is there a pain driving that desire? Is there something really motivating them to follow this through? If not, be prepared for disappointment.

Take a look at the section “qualify the prospect’s seriousness” from the Sales Question Bank for questions to help you identify the pain behind a “want”.