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Know the Pain Points

Posted By Rayne Provost, Tuesday, September 3, 2013
Updated: Wednesday, April 9, 2014

When I'm with a client or prospect, I'm told to pay close attention to pain points. Why is this important?

Pain points are irritations, frustrations, things that cause stress, or something that someone is wanting to fix. Many times, the bigger the pain point ... the bigger the opportunity ... and the quicker the engagement.

When talking to clients or prospects, they don't usually say, "This is my pain point." It's up to you to watch and listen to what what they say, and how they say it. Ways to learn more about their pain points:

  1. What do they say are their biggest, most frustrating or most urgent problems they are facing?
  2. What kind of emotion do they show while talking about this issue?
  3. Ask questions about the issue if they show (or you hear) some emotion. Repeat what you heard so they know you understand the reason this is important to them.

TIP:Not every big pain point is a big project. But understanding a client or prospect's pain point results in clients who are happy to work with you ... again and again.

Clients tend to shop around less if you:

  1. Listen closely to hear the client's pain point - the real need that is important to them.
  2. Have the client feel you completely understand their problem.
  3. Brainstorm with the client to explore solutions they believe will address their pain point.
What are ways you uncover pain points? 

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