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Pain: The Missing Element in Your Membership Sales Process

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Erik Charles RussellErik Charles Russell

Most people have heard the story of Michael Jordan being cut from his high school basketball team. It seems crazy that a man who many consider the greatest basketball player of all time couldn't even make his high school squad. For Jordan, it was embarrassing and painful.

Jordan could have given up. He could have let a painful experience stop him from becoming one of the best ever. We all know that he didn't quit. But, what Jordan did do was use that painful experience to motivate him to change. He practiced more, worked harder and became better. The rest, as they say, is history.

Pain is a powerful motivator, the most powerful motivator there is. Your prospect will do more to get out of the pain that he is in than he ever will to gain the pleasure of achieving their goals. There are exceptions but very few.

Pain has helped poor people become rich. It has helped weak people become strong. It has helped unhealthy people become fitness gurus. Pain is the reason that your prospect is sitting in front of you. It might be the physical pain of body aches associated with inactivity. It might be emotional pain of how he is treated by others because he is overweight. Or, it might be some other pain.

Many times, a prospect will come in and tell us about his goals. You know, he wants to lose 10 to 20 pounds, he wants to be happier, healthier, look better, feel better, etc. You know the deal. The one piece of information that he almost never reveals is the pain that he is experiencing by not accomplishing those goals. You will have a higher closing percentage if you understand your prospect's pain.

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