The Pain/Awareness Matrix

10 May 2022
Justin Warren

Never teach a pig to sing.
It wastes your time, and annoys the pig.


If you’re not in pain, you don’t need help, yet many vendors insist on trying to help you anyway. This is annoying for the customer, because they are bothered by vendors who don’t understand them, and frustrating for the vendor because the customer doesn’t understand the value of what they have to offer.

The solution isn’t for vendors to get better at selling, or to use a different message. Instead, vendors need to talk to different customers.

To figure out which customers to talk to, vendors need to spend time on research. Specifically, they need to research customer problem awareness, and customer pain.

This PivotNine whitepaper discusses the Pain/Awareness Matrix and which customers to concentrate on before you start trying to teach pigs to sing.

Download the whitepaper here.