No one wants to know about your solution to their challenge until they know that you deeply understand their situation.
So how do you get to know what their challenges are? This is done by simply asking interesting questions. I stress 'interesting' questions, because if your questions are interesting they will help you connect with and fascinate your potential customer.
When you have found out the problem ask more questions to find out the wounds that their problem is causing them on a personal level.
Once you’ve got them admitting how much of a problem their challenge is then you can start talking about how you can solve their problem with your solution.
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