What should follow after a significant pain is identified?

• A. Immediate price discussion.
• B. A feature-dump about all product capabilities.
• C. A targeted Implication question to quantify impact, followed by a Need-Payoff question to establish value.
• D. A request for a meeting with a higher authority.

Answer: (C)

When a significant pain is identified, the next move is to quantify its impact and start establishing value. Ask Implication questions that have the buyer articulate how this pain affects metrics, costs, or outcomes in their world. By making the consequences concrete, the pain stops feeling hypothetical and becomes something they’re motivated to address. Then move to Need-Payoff questions to surface the value of solving the problem, guiding the buyer to describe the benefits and the measurable improvements they’d expect. This sequence builds a clear case for value and sets the stage for a fair, informed discussion about investment. Jumping to price discussions or filling the conversation with a broad feature dump misses the chance to link the solution to real impact, and pushing for higher-level meetings too soon can stall progress before value is fully demonstrated.