Not sure whether your prospect is making a purchase based on pain or pleasure? The key to uncovering their customer motivators might be hiding in plain sight—on their resume.

One of my favorite discovery call questions to ask is: “What made you decide to work here?”

At first glance, this may seem like an innocent question, but the response can tell you everything you need to know about your prospect’s decision-making mindset. When people answer, they are essentially justifying their career choices, which provides a direct insight into their customer motivators.

Here’s how it works:

• If they respond with enthusiasm and pride, highlighting exciting opportunities, growth, or passion for the industry, they are likely a pleasure-driven buyer. These buyers are motivated by aspirations, improvements, and opportunities to enhance their current situation. They respond well to solutions that promise growth, innovation, or increased efficiency.

• If their answer carries hesitation, regret, or frustration—perhaps mentioning layoffs, necessity, or a lack of better options—this signals they are a pain-driven buyer. These customers are looking for relief from struggles, inefficiencies, or challenges. They are more likely to respond to solutions that eliminate risk, solve urgent problems, or remove obstacles.

By identifying whether your prospect is motivated by pain or pleasure, you can tailor your pitch accordingly. A pleasure-driven buyer will respond well to the vision of success your solution provides, while a pain-driven buyer will be more compelled by how your offering alleviates their struggles.

Understanding customer motivators allows you to craft a message that resonates—helping you close more deals with greater confidence.

Next time you’re on a discovery call, try this question. The answer might just unlock the key to your prospect’s buying decision.

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