How to Expose Business Pains Using ONE Simple Tool

June 25, 2019
How to Expose Business Pains Using ONE Simple Tool

Are you a sales leader seeking how to expose business pains? Keep reading!

Exposing business pains is lucrative for pretty much every function of sales. Maybe you are exposing business pains internally and looking to rethink processes that aren’t as successful as they used to be.

Or maybe, you’re working to discover why there is such a large discrepancy between district sales. Similarly, you could be probing a prospect to help then uncover what their own business pains are!

Regardless, there are many instances when someone in sales must expose business pains. So, how exactly do we do it?

Well, it’s all with one simple tool.

How to Expose Business Pains Using One Simple Tool

You’re probably on the edge of your seat by this point. What is the simple tool?

Well, it’s something that you are probably doing already – just not how I am going to suggest you do it.

Ask questions!

Wait – before you close out of this tab – there’s a lot more to it than just asking questions.

It’s all about asking purposeful, thought provoking questions and not giving answers.

I get it, you’re a sales leader who has tons of experience and has seen it all before. However, you are not doing your prospects, coworkers, clients, or team member any justice by handing out answers. In fact, you’re doing the opposite.

By giving the answer (or what you believe the answer to be) you aren’t letting the person you are talking to discover their business pains for themselves.

Why does this matter?

It matters because most of the time, people don’t know what their business pains are! They tell you a symptom of the actual problem – believing it to be true.

That’s why we suggest the GROW model when working to expose business pains. GROW stands for:

  • Goal
  • Current Reality
  • Options (or Obstacles)
  • Will (or Way Forward)

How to Expose Business Pains with GROW

For starters, you’re going to want to ask questions from each section. The goal is to make it through each section to truly expose business pains and provide some framework for action.

Here are some examples of questions you’ll want to ask in each section:


  • What do you want?
  • What does ultimate success with this look like?
  • Can you describe why this is so important to you?

Current Reality:

  • Exactly what is happening now (what, who, when, and how often)?
  • What is the problem or issue at hand?
  • What’s getting in the way of you moving forward?

Note: this is a great opportunity to challenge their answers! Don’t be afraid to question their assumptions.


  • What else could you do?
  • That’s one way to view it, what is another?
  • What if this or that constraint was removed? Would that change things?


  • What do you expect to get in the way of completing this goal?
  • How can you keep yourself motivated?
  • What are your best options?

Remember, the most important thing is to truly understand that your questions are more impactful than your answers. Listen to what your prospect, team member, client, etc. is saying and ask them questions to help them uncover more.

More often than not, you will discover that the original business pain was actually a symptom of a much larger problem. Not only are you helping them uncover the truth, you are establishing yourself as a trustworthy source. What else is better for someone in sales?

Do you have any other ideas for how to expose business problems? Let us know in the comments!

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