21 September 2025
Your prospects are already thinking about their own challenges—not your product’s features.
So how do we uncover what matters most to them? Ask two simple questions in order:
Question 1: “What do you like most about …?”
Question 2: “What do you like least about …?”
The first question helps them relax. The second question reveals the pain point.
Example Conversation
You ask: “What do you like most about your job?”
They reply: “Well, the pay is decent. It was my dream job out of school.”
You ask: “What do you like least about your job?”
They reply: “I’m stuck in an office all day. It’s not interesting, and with layoffs coming, it’s not even secure.”
Now you know exactly what matters to them—security, freedom, and fulfilment.
And you can shape your presentation around solving that problem.
Professional Business Owner Examples
Here are a few situations where this approach works beautifully:
Tax Consultant
Q1: “What do you like most about your current accountant?” Q2: “What do you like least about your accountant?” Prospect: “He’s fine, but he never calls me back and I feel like I overpay every year.”
→ You now know their pain: communication + saving money.
Marketing Agency Owner
Q1: “What do you like most about your current marketing?” Q2: “What do you like least about your marketing?” Prospect: “Our ads look nice, but we don’t get enough leads.”
→ Pain: ROI, not design.
Financial Planner
Q1: “What do you like most about your retirement plan?” Q2: “What do you like least about your retirement plan?” Prospect: “I don’t even know if I’ll have enough to retire comfortably.”
→ Pain: uncertainty + lack of guidance.
Final Thought
Conversations don’t need to be complicated.
Start with “Hi,” ask the right questions, and listen.
Because when we uncover someone’s real problem, we discover how we can truly help.
Humour
My storytelling skills are so good, even my dog listens.
They say every story has a happy ending. Mine usually end with a coffee break.
I once told a prospect a story so long, they signed up just to make me stop.
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
Back
Tags
Comments
Sorry, comments are now closed.