When inquiring an obstacle or concern during discovery, what are MEAs attempting to uncover?

During the discovery phase, Member Engagement Advisors (MEAs) focus on uncovering information that can guide the conversation and engagement effectively. The primary goal in this context is to identify the underlying motivations or aspirations of the member. By understanding the member's goals, MEAs can tailor their strategies, support, and offerings to align with what the member is actually striving to achieve.

Discovering a member's goals helps in creating a personalized experience and establishing a deeper connection, which is crucial for effective member engagement. It provides direction for presenting options and addressing any challenges the member might face in reaching those goals. While understanding objections, interests, and expectations is important as well, the core focus during discovery is to clarify what the member ultimately wants to accomplish. This vital insight is what enables MEAs to create meaningful interactions and foster a stronger relationship with each member.