The Audible-Ready Sales Podcast Uncovering Business Pain
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Sep 26, 2023 In this engaging discussion, Patrick McLoughlin, a sales leader and Force Management contributor known as 'Patty Mac', dives into the art of uncovering business pain. He emphasizes the importance of curiosity and asking the right follow-up questions. Patrick warns against shallow discovery that can derail sales efforts and highlights the need to understand the breadth and depth of customer issues. He also shares strategies for validating pain with champions and stresses the significance of framing conversations in financial terms, especially in challenging economic climates.
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Ask Two Follow-Ups Every Time
- Ask two follow-up questions after each planned discovery question to show active listening and pursue depth.
- Use simple probes like "When did you first notice this?" and "Who else does it affect?" to expand the problem.
Beware Preconceived Problem Bias
- Preconceived notions about customer problems blunt curiosity and blind you to unique prospect needs.
- Solving the same issue multiple times creates dangerous assumptions that prevent true discovery.
Measure Breadth And Depth Of Pain
- Validate both breadth and depth of the problem: how many stakeholders are affected and how big the impact is.
- Target pains tied to priority initiatives, high cost, revenue impact, or high risk to keep deals moving.