From Symptom to Business Case
Navigate a three-step consultative discovery path from symptom, to pain, to buyer-owned payoff.
Discovery path The buyer says reporting is messy, and you have 20 minutes before the CFO joins. The path you choose determines whether the CFO hears a dashboard pitch or a business case. SPIN + pain funnel Symptom -> consequence -> payoff Use SPIN to choose the stage, the pain funnel to deepen the answer, and active listening to earn each next layer. Shortcut Demo the dashboard because reporting was mentioned. The buyer can explain the reason to change in their own words. Do not outrun the buyer. Each deeper question should connect to the last answer. 01 Problem 02…
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