Chapter 2

Do they want my product, or an escape from pain?

Khách cần sản phẩm của tôi, hay cần thoát một nỗi đau?

The chapter's question

If the customer buys nothing at all, what happens to them over the next six months?

Big idea

Buyers pay for their problem, not for your features.

In this chapter

  1. Part 2.1

    The Problem They Have

    In what words does the customer describe their problem?

  2. Part 2.2

    If They Buy Nothing

    If nothing changes in six months, what happens to them?

  3. Part 2.3

    What They've Tried

    Before they met me, how were they solving this?

  4. Part 2.4

    The Cost in Numbers

    What is this problem costing them?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Second Call is free to read right here.

Read in Conan School

Chapters of The Second Call

  1. 1.Am I selling to the decider, or the easiest contact?
  2. 2.Do they want my product, or an escape from pain?
  3. 3.Is rejection where I learn the most?
  4. 4.Is my list a pipeline, or a wish list?
  5. 5.Is closing the deal really the end of selling?