Within the Value Based Conversation, what is an undesirable state of being for a customer called?

The undesirable state of being for a customer within the Value Based Conversation framework is referred to as the “Before Scenario.” This term captures the existing challenges, pains, or obstacles that the customer is facing before they have engaged with a solution. The “Before Scenario” helps in illustrating the contrast between the current challenges and the potential benefits the customer could gain from a product or service.

Recognizing and articulating the customer's "Before Scenario" is crucial for sales professionals as it allows them to empathize with the customer's situation and set the stage for illustrating how the proposed solution can transition them to a more favorable "Desired State." This method aligns with the concept of selling based on value by emphasizing the transformation that can occur as a result of addressing the customer's current issues.

The other options serve different purposes; for example, the "Desired State" refers to the optimal outcome the customer wishes to achieve, while the "Current Situation" denotes the present circumstances without emphasizing the negative aspects. The "After Scenario" typically depicts the positive results following the implementation of a solution, which further contrasts with the "Before Scenario."