We use the word “dissatisfaction” to describe the gap between the status quo and some better future state. It might mean that your dream client is unhappy with something now. They might have some pain that they can point to. It might also mean they have aspirations. They might have a vision of where they want to go in the future. We call it dissatisfaction, but it’s really just a way to confirm that there is some gap between the present state and some better future state.
If there is no gap, there is no reason to change. Sometimes your dream clients recognize the gap themselves. They can tell you exactly what’s wrong and what is required to make it better. You love it when you walk and your dream client has a list of problems, challenges, and issues that you can help resolve, don’t you? It means there is a reason to change. It means you can be compelling.
But sometimes you find your dream client and they aren’t unhappy with the way things are going now. In fact, things are working out rather well in their opinion. Focusing on pain doesn’t work. But that doesn’t mean that your dream client shouldn’t be dissatisfied. You may need to work to show them that even though they’re not dissatisfied, that they may be capable of producing even better results. This provides a reason to change. It might also be compelling.
Some of your dream client contacts may be change agents. They may operate from the idea that, “If it ain’t broken, break it!” They believe that there is always improvements to be made and that you can’t allow the status quo to take hold, lest you become complacent. They always see a brighter future. They are always moving away from the status quo and towards “better.” They have aspirations. They frame them in the positive.
Some of the opportunities in your pipeline aren’t going to become deals. They have no dissatisfaction. Your dream clients don’t recognize a gap themselves. You haven’t done anything to show them that they have good cause to be dissatisfied if they’re not. And they don’t have a compelling vision of a better state that they want to bring to life. Whether they are moving away from something identifiable and negative or towards something identifiable and positive, you need dissatisfaction because you need a compelling reason your dream client will change. Without it, you have no deal.
Can you define the dissatisfaction in every opportunity in your pipeline?
Can you define what the dissatisfaction should be in the “opportunities” where you can’t define the dissatisfaction?
What do you do when you can’t find pain?
How do you elicit your dream client’s desired future state when it’s positive, not an identifiable, negative pain?