How do you find it? After conducting your pre-call research (you are conducting pre-call research, right?), the most direct approach is to simply ask for it:
• "What stands in the way of you contributing to the overall company’s objective?" Follow this with, "Is this what you are measured on?"
• "What’s your #1 priority or challenge?" Follow this with, "Is this what you’re measured on?" If not, then ask, "So what is it that you’re measured on? And what do you have to achieve in order to be viewed as successful this year?"
• "Other XYZ Managers (or the title of your buyer) tell us that their #1 concern is ________? Does this resonate with you as well?" If not, then ask, "Then what is the most important concern on your plate this year?"
We suggest you always test and validate the Business Issue by utilizing the "why, why, why “questioning cadence we practiced in the workshop? Why this?, why now?, why is it important, etc.? Use this technique to move out of a technical "problems" discussion and obtain a deeper understanding of the higher level business issue that your buyer/contact sees as the number one objective or hurdle they face.
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