Identifying pain refers to sales teams uncovering and fully understanding a prospect’s challenges, problems, dissatisfactions, costs, and risks during discovery conversations. Diagnosing pains enables aligning solutions to relieve the prospect's most pressing business struggles.

Mutual transparency and trust regarding problems and needs enables more tailored solutions. Buyers make decisions based on their desire to resolve pains. Savvy sellers shape their sales conversations and pitches around articulating how they directly address prospect pain points.

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