Finding the customer’s pain is a crucial aspect to successful selling and is one of our most common requests. Today, Patrick McLoughlin joins us for a quick yet meaningful discussion about uncovering business pain. He talks about:

Maintaining a high level of curiosity.
Determining the breadth and depth of the customer’s problem.
Pitfalls to avoid in the pursuit to uncover pain.
Knowing whether or not you’ve uncovered enough pain to qualify the deal and move forward.

Here are some additional resources:

Discovery Process | Ascender Course
- https://rb.gy/bfo4z
Deepen Your Discovery | Ascender Course
- https://rb.gy/tfuxe
Active Listening | Ascender Course
- https://rb.gy/5aara
The Coat of Pain | Ascender Video
- https://rb.gy/fwwgw
Tips for Asking Tough Questions in Your Sales Process | Ascender Article
- https://rb.gy/54u1k
Tips for Active Listening | Podcast
- https://rb.gy/4nw10

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