Pain is often a symptom of a bigger issue: a Critical Business Issue.
Here’s a true story related to me recently:
A friend complained of pain in his stomach, or more accurately his lower-right side adjacent to his stomach.
The pain increased dramatically over a few hours, and he went to the hospital emergency room. After waiting for a while (“What felt like forever…!”) he finally saw a doctor. At first the doctor said, “Sounds like you have gas in your bowels, but let’s do some tests…”
They ran assays for C-reactive protein and complete blood count, followed by an Ultrasound and CT-scan, after which the doctor revised his diagnosis. “You’ve got appendicitis, and we’ve got to get it out of you right away!”
While recovering from surgery he was informed, “Well, it was good we got that done when we did. One quarter of your appendix had burst, and the rest was ready to go!”
The moral? When doing discovery, make sure you and your prospect both understand the impact and implications of their pain!
And here are two resources to help:
“Uncovering Critical Business Issues – What, Why, and How”
https://greatdemo.com/uncovering-critical-business-issues-what-why-and-how/
Doing Discovery
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
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