Category 5: Needs Breadcrumb
See why picking up these breadcrumbs is key to engaging on a person's stage.
Category five breadcrumbs, needs. What's a need breadcrumb? Any term, phrase, statement in which somebody shows a concern, a fear, a problem. "I'm really worried about the stock market right now. My portfolio is down 15%. I think I should go to all cash." That's clearly a problem. There's a recency. What do we tend to do? We want to take that problem. We want to demonstrate, "Oh, don't worry, we've got you covered here. You should do A, B, C, and D." When in actually, they want us to discover and say, "Okay, I understand. Your portfolio's down 15% right now. In terms of going to all cash, why do you feel that's the best option?" We don't know what they're going to say, nor should we assume. We're simply discovering they had a need, they had an idea, and they simply want our ability to show, "I don't get you yet, but I'm curious," because they're dying to tell us. They haven't made that decision. They simply want to know, "Are you seeking to understand deeper about this need," category five, breadcrumb?
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