Identifying Pain Points: A Framework for Mapping Your Clients’ Most Pressing Problems
If you work with clients, you are most likely focused on solving their pain points. Helping clients should be a focus to be valuable and be seen as a partner. It is no longer just an advantage—it’s a necessity. And it should be table stakes. But here’s the catch: clients don’t always know what they need.
This isn’t bad or negative; it’s a reality. We are all someone’s client and have all been in positions where we don’t know what we need. It could be a lack of time or expertise. I am the first to find an expert in something I don’t know, vet them, and have them help me understand it better. Clients are busy; they might focus on surface-level issues or even misidentify their problems entirely. That’s why it’s your job to uncover the real challenges beneath the noise and deliver meaningful value.
Getting to this isn’t always easy. It may also involve you creating positive tension with your client. Pushing, with good intent, on their feedback and thoughts to help both of you get to the root—the real pain behind the stated pain. To be valuable to a client, you must be prepared to do this. Doing it with good intent, which most can quickly feel and see, will unlock your ability to be a pain point solver. Just remember, if you haven’t done it before or have a hard time doing it, push through your discomfort.
What If You Feel Uncomfortable Asking Probing Questions?
Not everyone feels confident digging into tough or ambiguous conversations. This discomfort is common, but it doesn’t have to stop you. Here are practical strategies to help overcome hesitation:
Reframe Your Mindset
Instead of considering probing questions intrusive, view them as tools to help the client achieve clarity and success. You’re not challenging them but collaborating to uncover the best solution.Start with Empathy
Frame your questions as a way to understand, not interrogate. Use phrases like:“I want to make sure I fully understand…”
“Can you help me see how this impacts your goals?”
This makes the conversation feel supportive rather than confrontational.
Lean on Preparation
Research your client’s industry, competitors, and potential challenges beforehand. Having context will make it easier to ask thoughtful, targeted questions and build confidence.Use Conversational Starters
If diving straight into probing questions feels uncomfortable, start with general topics that ease into the conversation, such as:“What’s been on your mind lately?”
“What’s a recent success your team is proud of?”
These build rapport and create a natural flow for deeper questions.
Leverage Structured Frameworks
Use frameworks like P.A.I.N. (outlined below) to guide the conversation. Having a clear structure can remove the fear of asking the wrong question.
The P.A.I.N. Framework
This 4-step framework—P.A.I.N.—guides you through identifying, prioritizing, and addressing your clients’ core challenges while filtering out false problems.
1. Probe for Problems (P)
The first step is to uncover potential pain points by asking the right questions and listening carefully. False problems often stem from assumptions or limited perspectives—your goal is to dig deeper.
How to Do It (Even If You’re Hesitant):
Start Small: Begin with general questions before moving to specifics:
“What’s your biggest challenge right now?”Practice Active Listening: Acknowledge their answers with affirmations like, “That’s insightful,” or, “Tell me more.”
Use Collaborative Language: Instead of asking, “Why isn’t this working?” try, “What might be contributing to this issue?”
2. Analyze for Impact (A)
Once you have a list of potential problems, assess their impact on the client’s business to separate real challenges from distractions.
How to Do It:
Quantify the Problem: Ask, “How much time, money, or resources does this issue cost you?”
Reassure Your Client: If the data doesn’t align, help them understand that exploring other angles is a natural part of the process.
3. Identify Underlying Causes (I)
Clients often focus on symptoms, not root causes. To truly solve their problems, you must identify what’s driving them.
How to Approach It Comfortably:
Share Observations: “This issue might be connected to [X]. Does that seem accurate?”
Take a Team Approach: Position yourself as a partner in discovery rather than an outsider questioning their knowledge.
4. Navigate Toward Solutions (N)
After mapping actual pain points, work collaboratively with your client to create solutions that address their core challenges—not just their surface requests.
How to Do It:
Involve the Client: “Let’s brainstorm together to see what might work best.”
Focus on Mutual Wins: Highlight the solution's value for both short-term and long-term goals.
Why This Framework Works
The P.A.I.N. framework ensures that you:
Move beyond surface-level complaints to uncover root causes.
Identify and prioritize real problems that drive measurable outcomes.
Build trust by delivering solutions your client didn’t even realize they needed.
Now Try It!
Next time you meet with a client, use the P.A.I.N. framework—even if it initially feels uncomfortable. By focusing on empathy, preparation, and collaboration, you’ll position yourself as a trusted advisor who delivers real value.