Most salespeople focus first on what the prospect needs. But a quicker way to pain after you understand the current situation is to ask what outcome the prospect is looking for. They may not know how to get to the outcome, but they certainly know what outcome they would like to have or hope that they could have. The obvious next question is “why is that important” or “Why did you choose that instead of this” or something like that. The answer will inevitably lead you down a path to the pain the prospect is having. The advantage of this approach is also that it prevents you from focusing on your product or service too soon. It is as simple as that.
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