How to Reframe the Gain Instead of the Pain

maverick talks about how a customer's "pain", at a subconscious level, is not what motivates them to take action as much as what they will personally gain from taking action to resolve the pain. He also provides a strategy to use this knowledge to reframe their pain into their gain and to leverage that gain to help drive the opportunity forward.

https://www.youtube.com/watch?v=lg-SAk-8YOA

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