Sandler Pain Funnel: Go One Level Deeper
When a buyer mentions a problem, ask a short series of deeper questions, from the fact, to an example, to how long, to what it costs, to how they feel about it.
Widely taught Sandler practice with no published outcome study.
Why it works
The first problem a buyer mentions is usually the polite surface version. Asking for an example and the cost brings out the real reason they might act.
How to do it
- When they mention a problem, say: tell me more about that.
- Ask for a specific example.
- Ask how long it has been going on and what they have tried.
- Ask what it has cost them.
- Ask how they personally feel about it, then stop and listen.
What to say
Tell me more about that.
Can you give me an example from the last month?
What have you tried so far?
How do you feel about where it stands now?
Avoid
Rushing down the funnel in two minutes. One question at a time, with a pause, or it feels like an interview.
Example
A Nashik grape exporter said recruitment was a bit slow. Priya asked for an example: a quality manager post open since March, two candidates who left in a week, and an audit by a European buyer coming in October. That was the real problem.
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