How to Use Customer Pain Points to Build Trust

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?

When I started coaching an SMB AE, he was a quota ghost—5 months straight, barely cracking 25% close rates. His company could have fired him. Instead they brought me in We tore into 1:1s, call replays, deal autopsies. By month 7, he was closing 60% of his demos and got promoted to Sr. AE. Here’s the 5-step gut-punch playbook we used to turn his sales around: 1/ Kill the Product Hype: He’d lead with ‘Let me give you a walkthrough of [product]’—and lose them in 5 minutes. We flipped it: ‘Out of [all the problems mentioned], whats #1 on your list to solve in next 90 days?’ Discovery became the star; the product waited its turn. 2/ Name the Bleed, Then Bandage It: He’d rattle off features like a spec sheet. I taught him how to alley-oop it to the feature. Example: "You said [PROBLEM] is killing you—here’s how we stop it." Pain-first hooks them; solutions seal it. 3/ Drop the Commission Chase: He’d oversell every deal, gunning for the fattest paycheck. We flipped it: "This solves your headache—nothing more, nothing less." Honesty built trust, and deals started closing faster. 4/ Cut to the Chase: His demos dragged with fluff—prospects checked out. We slashed the word salads, hit their pain point in 3 minutes: Example: "This is why you’re here; here’s the fix." Speed won them over. 5/ Sell the Win, Not the Widget: He’d geek out on feature details—felt like a CS onboarding call. We reframed it around solving the prospects problems in the shortest period of time. Example: "Here’s how this gets you [GOAL] faster." He stopped being a demo monkey. SMB reps have the chops—they just need the right lens.

Most reps think hitting pain points is enough. It’s not. Because pain without urgency doesn’t close. Think about it… “Save 2 hours per week on reporting.” That’s nice. But it’s not moving the CFO to sign tomorrow. Now compare it to this: “Your board meeting is tomorrow and you still don’t have clean numbers.” One is “meh.” The other is signed. Same story in pipeline deals: “I want to improve pipeline visibility.” = someday “My biggest customer just went dark and my CRO wants an update at 9 AM.” = today You got the lesson? It’s not about finding pain. It’s about tying that pain to a time-sensitive trigger your buyer can’t ignore. The closer you anchor your message to a deadline, a meeting, or a career risk… The faster the deal moves. Buyers don’t act on abstract problems. They act when the clock is ticking.