Understanding Business Pain Points in Sales

Understanding Business Pain Points in Sales

We’ve all felt the pain of selling to people who didn’t, can’t or won’t buy. Not only is it a drain on your team, their productivity and motivation, but it has a knock-on impact on your budget.

Your team need to be focusing on prospects who are willing and able to make purchase decisions and have the budget authority. On top of that, you need to know if the business has pain points, what they are, and whether or not your solution could solve them. There needs to be a need. Without the need, a sale is unlikely.

What is a Business Pain Point?

A business pain point is a problem that needs to be solved. It affects the company’s bottom line and hampers the function or the growth of the business. It is a problem that is discussed at board level; everyone in the business knows that it needs to be solved.

Examples of pain points might be a severe lack of leads, so the business is not hitting revenue goals, employee dissatisfaction causing high employee turnover or poor client retention.

The business pain is the first thing you, as a salesperson, should be looking for in your prospects.

A simple point of pain question set:

1. What is your company’s biggest inhibitor or obstacle to growth?


This a classic sales question. Every business wants to grow, understanding the obstacles to growing identifies the point of pain. This is an opportunity to build credibility and trust. Listen to your prospect, pick up on the language they use. Mirror their language and tone. And take notes, you can use some of their points later in the sales presentation or your close.

2. What is the impact of not solving this problem?

The impact of not solving the problem has been widely discussed internally; it’s what is on their mind every day. Understanding what that impact is will blow the conversation wide open. It gives you an idea of whether this is a severe problem that you can solve, or if this is a secondary problem and you need to go back to your original question. Or ask “Is this the biggest problem your company is facing?”

3. What is your plan to solve it?

We want to know if someone has been tasked with fixing it, if a budget has been allocated to it and if a timeframe has been put in place. You also want to subtly find out if you are the first solution provider in, so you can begin to shape the solution in the prospect’s mind.

Although one person or team may be tasked with solving the problem, be sure to identify all the stakeholders involved and speak to as many as you can. Be sure that you are confirming the point of pain and how it is impacting their business.

We understand the demand for quality leads and the need for your team to meet those demands. We are here to help and add value by finding tangible, highly qualified leads where we have secured a date and a time for an appointment. These individuals are in your target audience, at the right decision-making level and have an interest in your solution. Taking away this pressure from your Sales team allows them to focus their time on closing deals and generating revenue.

We understand the demand for quality leads and the need for your team to meet those demands. We are here to help and add value by finding tangible, highly qualified leads where we have secured a date and a time for an appointment. These individuals are in your target audience, at the right decision-making level and have an interest in your solution. Taking away this pressure from your Sales team allows them to focus their time on closing deals and generating revenue.

If you are considering outsourcing your appointment setting, contact us by email info@integrileads.com or phone (+353) 057 85 09100. Follow us on LinkedIn for all of our latest updates.