2 APR 2020 · Selling should be more focused on how people buy. However, the way most sales professionals are taught to sell is grounded in selling and not in buying. The Pain, Gain, Emotion, Logic framework work in every situation and is just one aspect of the overall buying decision framework. To be successful in sales understanding this framework becomes all the more critical. Fear of loss(Pain)- Buyers always like to move away from pain. Fear of loss is a powerful influencer and is difficult to ignore. When you evoke the fear of loss, you must reveal how your customers can escape that fear through the benefits they will receive from your company or product. Desire for Gain - The desire for gain is the positive outcome buyers will receive after they purchase a product or service. This can be personal or professional gains. Emotions - The brain uses emotions to assign value and mark something as good or bad. Emotions make a buyer feel something - positive, happy, achievement, arrived etc Logic - Give your customers strong logical reasons to justify the purchases to their friends, family, colleagues and others. Understanding the Pain - Gain - Emotion - Logic Framework will help sales professionals to: Engage buyers to increase receptiveness to their ideas nd products Neutralise objections to a great extent Guide buyers through the necessary mental steps to make purchasing decisions Hisales consulting helps sales professionals, startups, entrepreneurs to accelerate sales performance and close more deals. Visit www.hisales.in for more details.