Why Removal Of Pain Is The Greatest Motivator In Selling: A Case Study

It all started last Thursday. I was sitting at my computer texting a friend and suddenly I get an email pop into my inbox.

“You’ve Just Deposited $4500 To Freelancer.com”

Now, freelancer.com is a site I used to outsource jobs on occasion. But I only hire people to do small $30-50 jobs…not $4500 jobs.

It became apparent that someone had control of my freelancer.com account and was siphoning money out of my Paypal account. I frantically logged into Freelancer.com and saw the money was indeed deposited without my knowledge…

…then, all of a sudden, a fake job was posted in my freelancer.com account. The email popped through and, at this point, I was wondering what the heck was going on.

Then I realized what was happening: this crook was going to have somebody big on this fake job, award the job to the fake bidder, and siphon the money out of freelancer.com…

…where I’ll probably never see the money again!

To make a long story short, it was determined that someone from Nigeria and Atlanta, GA were simultaneously hacking into my network and taking control of my computers.

I have 6 devices connected to my network and they probably had all my passwords, everything.

However, all is good now. I paid a company recommended by Google to disconnect these rogue hackers and secure my network. I then bought an industrial-powered firewall to protect my network so it won’t happen again.

Then it got me thinking: I wasn’t planning on spending 4 figures that day when I woke up that morning. But since I was undergoing immense PAIN at the point of sale, my price objections were minimal.

So here are three tips I learned you can implement for your business.

1) Position Yourself As A Problem Solver

When the network guys sold me on removing the hackers, cleaning up my network, and securing all my devices, I couldn’t make ANY serious transactions on any of my devices including editing my websites or buy anything for fear these hackers could get access to my accounts and passwords.

Now that’s pain.

The quote they gave me for cleaning and securing my network and devices was high. But the pain of NOT taking action (not being able to do any serious business on any of my devices without wondering who else is peering into my network) was waaaaay higher.

So think of how you can position yourself as a problem solver in your business. And amplify the pain your prospect will go through if they don’t take action on your offer.

2) Always Have A Deadline

The network guys sold me an industrial firewall that would protect me from further intrusions. They told me I could easily get my own firewall, but they said my computer would remain open to hackers if I didn’t take action right away.

So there was urgency and a deadline in this offer. I couldn’t just wait and “think about it”…I had to take action now if I wanted to be protected.

After going through the hectic process of calling PayPal to reverse all payments and frantically changing all my passwords, I didn’t want to go through this again. So I didn’t have time to mull things over or “think about it”….I needed to decide right here.

Who knows how this intrusion took place. I’m supposed to get a report in a couple weeks with details how it happened and who did it. But it was a good lesson regarding the promise of removal of pain in marketing.

So how are you going to tell your prospect how your product or service is going to solve the pain that’s going to keep them up at night. If I wouldn’t have taken action, I would not have felt secure on my own home network.

How My Local Record Store Is Failing To Extracting MORE Money From Me

classical rockI caught the vinyl record bug about several months ago.   And my pocketbook shows it.

I’ve probably spent about $5000 on records over the past 6 months.   From classical to rock to electronic.   I like all kinds of different music and decided to graduate from downloading songs from iTunes.

I probably go to my local record store to take a look at the new releases and used vinyl probably 2-3 times a week.  You never know what new release or deals you can get from people who turn in their record collection.

However, somehow, they are failing to extract more money from me in the following fashion:

 1)  They’re Not Sending Me A Physical Newsletter.

Sure, they’re posting new releases on a blog.  But for high-value customers like me who seem to spend more money than the usual patron, a physical newsletter would remind me of good deals, used records that have just arrived into the store, and the latest audio equipment.

 2)  They Don’t Have Me As Part Of A Continuity Program.

Continuity is gold in marketing.   Just as the electric company, your local cable company, and your cellphone provider.   There’s nothing like having income siphoning into your bank account on a regular basis.

They should have me in a special membership where they bill me, say, $100 or so every month.  And, in return, I’ll get 20% off the in-store price for that $100.

I buy about 4-5 records per month from that place anyway.  I would want to join so I can get the 20% off deal, and they get residual income every month they can count on.

There could be other benefits of the membership program.  I don’t go to a lot of their local concerts, but perhaps 20% off concert tickets.  There is one I’m mulling over attending this weekend, and getting 20% off the concert ticket might make me take action.

 3)  They Don’t Have Promotions That Make Me Want To Flock To The Store.

They do have something called “Record Store Day” twice a year, but that’s a national event amongst indie record stores across the country.  The only thing they have is something called “Vinyl Tuesday” where I get $5 off any used vinyl if I buy $25 worth of new vinyl.

Zzzzzzzzz.  Sorry, that’s not going to get me out of bed in the morning.

However, if they had a “Buy 2, Get One Free” deal, then I’ll be all over it.  Give me something cool or irresistible that’ll motivate me to get in my car and schlep downtown to the store!

 4)  They Don’t Recognize Their Top Customers.

With all the money I’ve spent at that place, it would be nice to get a phone call, a handwritten “thank you” card, or entrance into some VIP club that’ll motivate me to keep spending and doing business with them.

Now I know this blog post may seem like I’m “entitled” to special treatment because I frequent this particular record store a lot.

But the truth is this:  any business can benefit by segmenting their customers and treating their best customers like royalty.

They’re the ones that spend the most money with you, so it would behoove you to treat them differently than customers who only have bought from you once or twice.

Just a little more special treatment from this record store would make me think twice about ordering a record from Amazon if I could find it in this store…and, instead, asking the store to special order the record for me.

They better be glad they’re the only decent record store in Boise.  Otherwise, a competitor could easily come down and swoop me away.   And my hopeless and insatiable vinyl habit would be enabled elsewhere.


How are you treating your customers? Do you segment high-value customers from your run-of-the-mill “one-timers?” This is how you “fence in your herd” and prevent other competitors from swooping in…as Dan Kennedy calls it.