The implication examines the potential adverse consequences if a prospect's described problems go unaddressed. Discussing implications clarifies the seriousness and risks, such as lost sales, turnover, competitive disadvantage, regulatory noncompliance, and other detrimental effects.
For maximum impact, sales teams should identify implications that clearly tie back to the prospect's stated goals and motivations. Outlining quantified implications can underscore the value of implementing solutions now rather than accepting detrimental impacts. Urgency depends on not just pains but their implications.