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tags: Week 7, H3, M11
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# The Pain Funnel
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**You're in step 3 of a discovery call:** Need Discovery
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As you know, we're big fans of giving you insights into different schools of thought and methodologies so you can find the one that's best for you.

To finalize this section, we wanted to share an additional methodology to structure the pain discovery section of your discovery call.

The pain funnel is a concept originally developed by Sandler (a worldwide training organization). See the illustration below as a beautiful summary. You may print this one out or take a mental image of it as a useful guiding post for future discover calls.

As you can see, it follows a similar approach to SPIN selling by asking broad, exploratory questions at the start and moving into the implications of those problems.

 
In essence, your sequence of questions follows the following order:

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1. **technical pain** (what is your current pain / business challenge?)
1. **financial pain** (how much does it cost you?)
1. **personal pain** (what does it mean for you personally?)
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From our experience, we highly recommend you test this concept and sequence of questions yourselves. It is closely aligned with the SPIN framework we have just introduced to you. After all, financial pain entail implication questions and personal pain those of need pay-off.

Asking what a certain problem and fixing it means to your prospect personally let's you encover their personal motives. In the end, people do not (always) make rational but emotional decisions. That's why it's an absolute WIN knowing them.

:bulb: Insightful, right?!

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