The Myth of Client Pain

Sales literature is full of advice to find a client's "pain" as the first step to sales success. We're advised to ask prospective clients inane questions like: What keeps you awake at night? What are your pain points? And, if you had a magic wand, what problem would you solve?

Please, spare me.

Not only do they make a client's eyes cross, such questions also expose two fatal flaws. First, they proclaim that the consultant is fishing for answers, rather than pursuing a substantive discussion. That demonstrates a lack of preparation, to say the least.

And second, not all clients are looking for "pain" remedies. Maybe they want to raise the bar on overall company performance, or they just the need to improve some aspect of the business.

Assuming a client is in pain is dangerous and shows you are not focused on reality. Forget this myth and drive the conversation to the client's real needs.