Pain points are irritations, frustrations, things that cause stress, or something that someone wants to fix. Many times the bigger the pain is, the bigger the opportunity, and the quicker the engagement.
When talking to clients or prospects, they don’t usually say, “This is my pain…” It’s up to you to watch and listen to what they say, and how they say it. Ways to learn more about their pain:
- What do they say are their biggest, most frustrating or most urgent problems they are facing?
- What kind of emotion do they show while talking about this issue?
- 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.
Not every big pain is a big project, but understanding a client’s or prospect’s pain results in clients who are happy to work with you again and again.
Clients tend to shop around less if you:
- Listen carefully to hear the client’s pain – the real need that is important to them.
- Have the client feel you completely understand their problem.
- Brainstorm with the client to explore solutions they believe will address their pain.
Keep your eyes and ears open and be sensitive to their thoughts and feelings expressed during your discussions with them. By doing so, you not only show respect and courtesy, you also demonstrate your genuine concern and interest in what they are telling you. This may well give you the opportunity to show them that you understand their difficulties and sincerely care about helping them to find potential solutions for their challenges.
Listen and learn to make your telephone calls and meetings with clients more productive and customer-focused, and turn more of your prospects into loyal customers.