Pain point (noun, definition): When the pain exceeds the point when you can do anything about it, or when you perceive you can’t do anything about what’s causing the pain. Example: Patient A has a pain point, and after exhausting over the counter remedies, calls the doctor for a prescription.
In business, pain can take several forms, both real and perceived. The points generally manifest themselves according to the following categories:
1. We don’t know how to cure the pain so we turn to someone or expert firm for help.
2. We’ve really screwed this up and need help finding our way back. Sooner rather than later.
3. That’s it. I can’t take it anymore. Give me the drugs! Or the prescription that’s only unique to me (generally speaking it’s not unique despite how you want to believe that it is.)
|Not me but could be|
A recent meeting with a prospective client brought this point fully home after a friend brought up same truth a few weeks ago. You have to be a really bad listener not to pick up on the cues.
After commenting that there hadn’t been much communication since the last meeting, prospect says, “Oh, that’s an easy explanation. You weren’t fully aligned with my pain point at the time, which right now, is funding the business.” Gulp. Time to keep moving.
Great companies, firms and their principals always factor pain points into their sales and marketing strategies.
It’s been abundantly clear here for years but harder than ever to accept the truth behind this reality. Part of the refusal seems to be frustration with how fewer are willing to be fully transparent about their situations and always determined to be present a positive, “I’ve got this taken care of” front when they clearly don’t. Few of us do and the really wise know they need help before the pain points overtake them.
With pain comes the need for transparency. With transparency comes the need for truth from a trusted source. Somewhere in the middle lies valuable service, or vice versa, the opposite reaction, denying truth and help. That generally produces a scattered sea of cock roaches. You know the image: Truth sends the other person running. Unfortunately, or fortunately, depending on what you’re selling, the latter seems to be growing as a response in the marketplace.
Back to the top: What’s your pain point (s)? Are you doing anything about finding a cure or simply treating the symptoms?
If you’re a leader trying to impact change in your career and/or business and it’s not happening, then please let us know. We feel your pain everyday!