The pattern. Take any surface complaint and ask 5 questions to drill into the actual emotional cost.
Sandler's classic funnel:
- Tell me more about that.
- Can you give me an example?
- How long has this been a problem?
- What have you tried to do about it?
- What did that cost you (time, money, relationships)?
Then the killer:
- Have you given up trying to solve it?
That last question is the dagger. If they're still trying — they need a partner. If they've given up — they're ready for someone to take it off their hands.
Why it works. The first complaint is the iceberg tip. The real, motivating pain is underneath — and the prospect often doesn't fully realize how much it's costing them until they say it out loud, layer by layer.
Where reps fail. They ask the surface question, get an answer, and move on. The prospect never feels the full weight of their own problem. Without that weight, no urgency. Without urgency, no decision today.
Tone matters more than the questions. Use the late-night DJ voice. Slow. Calm. No leading. You're a doctor, not a debater.