Chapter 6

Aspirations and Afflictions

Research is formalized curiosity. It is poking and prying with a purpose.

—Zora Neale Hurston

Problems, frustration, pain, irritations, challenges . . . call them what you will, a salesperson must uncover his prospective client’s afflictions. Once you’ve established rapport with a client, you have the opportunity to begin the process of learning what issues the prospect has and how you can help.

Uncovering afflictions is a crucial step in the selling process. The reasons are simple:

• If the prospect communicates his business afflictions to you, then it is likely that he will want them to go away if it’s possible, and if it makes sense to invest the time, money, and mindshare to get rid of them.
• Each affliction you uncover gives you the chance to explore it fully to discover its true business impact.