Stay in the Pain to Partner

Have you ever asked yourself, “What is the point of this meeting?” Here’s a better question to ask: “What is the pain of this meeting?” Let me explain.

Over the years, I’ve noticed, through client role-play and other probing exercises, that people are able to get to the client’s pain point but once getting there, they move right past it onto other topics not as urgent as the one they first uncovered.

Don’t let this happen to you. Let the pain BE the point of the meeting! Stay in the pain.

Make sure when you are vetting a client or partner you understand their challenges and stay inside those challenges to pinpoint the largest pain point you can solve. Then, play the pain point back to them and watch them elaborate on it. You’ll recall my most favorite probing question, “Really?” Use it so that you fully comprehend, and empathize, with their pain. You want this elaboration because with it will come an understanding of the urgency to solving this pain.

Then and only then can you begin to deliver your recommendation/solution. So next time you are in a meeting or on a call, make the pain the point!