Pain Talk

One of my client coaching calls yesterday afternoon was around how to answer questions in a more powerful, and succinct, manner. He is very analytical and his tendency is towards providing lots of details. The kind of details that unless he is talking to his peers, might cure even the most challenging case of insomnia. What’s great is that he recognizes that tendency and is open to getting the coaching he needs to converse more effectively.

After a bit of coaching, I put on my networking hat and asked him what he did. He responded … “I’m a CFO for XYZ company.” While that was true, and may be true for you, I hope that is not how you respond! That answer screams … COMMODITY! Absolutely no one is going to hire you because there is an empty corner office with a “CFO” placard on the door, and they are looking for a body to sit at the empty desk. 

Companies ARE hiring finance executives who can take away their pain. In the course of the conversation, the most powerful words anyone can use are “pain connectors.” Those are the words that resonate with your target audience, letting them know convincingly that you understand their pain, problems, challenges, or situations … and have solved those exact sorts of things in the past. 

For example … I work with CFOs who may be feeling restless, dissatisfied, or unhappy in their current corporate finance position and are contemplating some kind of career transition. 

Restless, dissatisfied, unhappy … CFOs. Pain connectors + target audience.

Who is your target market and what are their pain connectors?

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1 thought on “Pain Talk”

  1. Cindy,
    You are right. Companies are looking to hire people to take away their pain. This is why it is important for job seekers to present themselves as problem solvers on their resumes and in interviews. In this economy, hiring managers are looking for people who can help keep costs in line, promote efficiency in business processes, expand market share and increase ROI. All these are sources of pain in any business activity.


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