It's difficult to agree on the best way forward if we haven't agreed on the problem first. Once you have engaged the prospect and drawn them in, the next step is to validate the problem.

As neuromarketing research has shown, you have a much better chance of closing the sale when you get people to acknowledge the pain (the greater the pain, the higher the chance of sale).

It's important to know the language your customers use when describing the pain. Conduct user surveys and pay attention to the exact wording they use. Remember, you need to join the conversation in your customers' mind.