How to Align Solutions with Client Pain Points

3 Out of 4 Projects Fail Due to Misdiagnosis... here’s how to change that. The Doctor Framework: In a consulting world crowded with “solutions,” what if the secret to true client impact was a shift to diagnosis first? The Doctor Framework is designed to help senior executives-turned-consultants leverage their expertise in a solutions-based sales approach. Here’s why this method is a game-changer for creating long-term client relationships and real outcomes: 1. Diagnose the Pain 🩺 Much like a doctor would with a patient, this phase is about identifying core issues... not just symptoms. Research shows that 80% of s uccessful client interactions hinge on active listening (HubSpot, 2021). For consultants, that means asking pointed questions and focusing on what the client’s really saying... often between the lines. This phase sets the tone for trust and accurate problem-solving. 2. Verify & Prioritize 📋 Too often, consultants jump to solutions without fully verifying the core problem. In fact, 75% of misaligned projects stem from a misunderstanding in the initial discovery phase (PMI, 2022). Encourage clients to prioritize their biggest hurdles and validate the diagnosis before prescribing. This ensures they’re bought into the process, which paves the way for collaborative solutions. 3. Co-Create the Solution 🤝 People support what they help create. Rather than prescribing a one-size-fits-all answer... work with clients to co-create their roadmap, personalizing it to their needs. This consultative approach builds trust and client ownership, leading to better buy-in and outcomes. According to LinkedIn, solutions tailored with client collaboration improve client retention by 42%. 4. Start with Small Wins 🏆 Quick wins build momentum. In fact, research from McKinsey shows that starting with small but impactful projects leads to a 30% higher likelihood of client re-engagement. The goal is to: - secure initial buy-in - build credibility - set the stage for longer-term partnerships. Propose a quick-hit project to deliver immediate results, reinforcing the client’s confidence in both the process and the partnership. 5. Become the Trusted Advisor 🔗 Once the foundation is laid, follow-up and deepen the relationship. Check-in regularly, provide added value, and actively look for new opportunities to expand your impact. By positioning yourself as a long-term ally, not just a vendor, you’ll move from “consultant” to “advisor.” Statistics reveal that 90% of clients who see consistent value are more likely to refer additional business. Ready to level up your consulting approach? Implement the Doctor Framework and start creating meaningful, lasting relationships. Anything you'd add?

𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 𝐀𝐜𝐫𝐨𝐬𝐬 𝐂𝐚𝐫𝐫𝐢𝐞𝐫 𝐚𝐧𝐝 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐏𝐫𝐨𝐯𝐢𝐝𝐞𝐫𝐬 I continue to hear feedback from the carrier side of the industry regarding confusion with solution provider offerings. Having worked on both the carrier and solution provider sides of the insurance industry, I've seen firsthand the misunderstandings and missed opportunities that arise when each side doesn’t fully grasp the other’s goals, challenges, and unique solutions. One of the biggest challenges facing solution providers is clarifying their unique value proposition to carriers. Here’s a quick playbook for solution providers aiming to close that gap: 𝐊𝐧𝐨𝐰 𝐘𝐨𝐮𝐫 𝐂𝐚𝐫𝐫𝐢𝐞𝐫’𝐬 𝐏𝐚𝐢𝐧 𝐏𝐨𝐢𝐧𝐭𝐬 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐏𝐢𝐭𝐜𝐡 Before stepping into a carrier meeting, it’s essential to move beyond your standard pitch. Take time to understand the carrier’s specific pain points and strategic goals. This doesn’t just mean presenting your solution’s features but framing them directly around the carrier’s unique needs. 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐞 𝐛𝐲 𝐏𝐫𝐨𝐛𝐥𝐞𝐦, 𝐍𝐨𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 When multiple vendors are providing similar solutions, the carrier’s choice often boils down to “who understands our challenges best?” Make your focus the problem you're solving, not just the technology behind it. Share real-life case studies or success metrics that align directly with the carrier’s priorities. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐘𝐨𝐮𝐫𝐬𝐞𝐥𝐟 𝐚𝐬 𝐚 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐚𝐫𝐭𝐧𝐞𝐫, 𝐍𝐨𝐭 𝐉𝐮𝐬𝐭 𝐚 𝐕𝐞𝐧𝐝𝐨𝐫 Solution providers who position themselves as partners—invested in the carrier’s success—can achieve far more sustainable relationships. Demonstrate that your team is here to evolve alongside the carrier, providing support as their needs and the market change. 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐞 𝐘𝐨𝐮𝐫 “𝐖𝐡𝐲” 𝐂𝐥𝐞𝐚𝐫𝐥𝐲 Carriers, like any client, want to know why you’re in this industry. When you communicate your mission—whether it’s simplifying claims, improving customer experience, or advancing digital transformation—it builds trust and establishes you as a purpose-driven partner. This is where your passion for the industry and problem-solving expertise can shine. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐢𝐧 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐎𝐮𝐭𝐜𝐨𝐦𝐞𝐬 Clarity in execution and ROI is critical. Carriers want to understand what to expect from onboarding to outcomes. Break down each phase of implementation, offer realistic timelines, and communicate ROI metrics to foster confidence in your solution. By viewing solution-provider relationships as collaborative partnerships and focusing on empathy, understanding, and tailored solutions, we can transform our approach—and our impact. When both sides are aligned, it’s not just about sales—it’s about true innovation and lasting value.

When brands work on their offerings they often take an inside-out approach. (1) Figure out the offering (2) Assess the competition  (3) Try to retrofit it into something customers want And then have long discussions about why folks aren’t buying…. When we work on positioning it’s the opposite: (1) Understand your customer’s needs (2) Assess the solutions they might consider (3) Find the areas of the offering that satisfy those needs and create separation from competitors When everything you do depends on creating alignment with your customers it makes sense to put it at the front of the line. It’s tricky though to know who the ideal target customer is. It’s about finding the best possible fit between their needs and your solution. To help with that you can use this simple rubric of questions (the “core need” here refers to the brand’s primary focus area): ⦿ Pain Intensity How much of a blocker is the core need for the target customer’s critical work functions if it isn’t resolved? ⦿ Pain Frequency How often does this core need repeat itself for the target customer over the span of a typical month / quarter?  ⦿ Value Alignment How well does the target customer’s core need align with the most valuable aspects of the brand’s offering? ⦿ Solution Awareness How much familiarity and depth of knowledge does the target customer have with possible solutions?  Score each one on a level of 1 to 3 and then add them up. The higher the score the better the alignment between the customer and the brand. (See the graphic for more details) Whether you’re debating between potential segments to focus on or just trying to find one that works, this gives you a way to tease apart the qualities you want to consider. This is key for getting in a customer-first mindset. And it’s absolutely essential for creating positioning that customers actually understand and remember.

Every single sales team I’ve evaluated has one thing in common Their lowest score is on the closing competency. Most teams lose the deal long before they ever talk numbers. If your sales reps can’t clearly articulate the client’s pain, connect it to a specific solution, and build a narrative that positions your offer as the only logical next step. They’re not closing. They’re just quoting. ❌ Combining discovery and proposal into one call short-circuits the sales cycle and kills momentum. ❌ Leading with company-centric messaging instead of client pain points loses buyer interest early. ❌ Generic, uncustomized pitch decks fail to engage and don’t advance the deal. When I coach leaders through this, their close rates go up because the conversation shifts from "here’s what we do" to “here’s how we help you.” Here’s how I coach teams to flip the switch: Customize the proposal based on THEIR stated needs and pain points Start with their top 3-5 challenges (from discovery) Confirm you captured them correctly, it builds buy-in Connect ONLY the relevant solutions to each challenge Limit your company’s slides to 2- 3 slides with clear value proposition, this isn’t about you Share a relevant testimonial right before presenting pricing THEN present pricing once they see the value. If your team is stuck in the present and pray proposal cycle, let’s talk. It’s time to teach your sellers how to connect, position, and close with purpose.