Seeing Through the Prospect’s Lens

If you really want to have a better understanding of the prospect’s pain, you have to be able to see things from their perspective. That is not necessarily the perspective of a product expert or the perspective of an expert in the field. You need to see how they view the situation. That will entail changing how you look at the problem and how you interpret the facts of the situation. Once you can do that then you can have a better idea of how you can position your product to solve the problem. And you can do it in a way that will make sense to the prospect.