Turn Features Into Customer Jobs and Pains
Translate a product-centered account plan into customer jobs, pains, gains, pain relievers, and gain creators.
A strategic account plan should read like customer progress, not vendor inventory. Start on the customer side Name the customer's job before naming your product. A job can be functional, such as reducing reconciliation time, or social and emotional, such as giving an executive confidence before a board update. Separate pains from gains Pains are frictions, risks, delays, costs, or anxieties. Gains are outcomes the customer wants more of: speed, confidence, revenue, control, compliance, or visibility. Do not blur them into generic value. Map your offer as a response Products and services are not the value proposition by themselves. They…
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