Identifying Customer Pain

When it comes to enterprise sales, the best way to entice customers and close deals is by identifying their pain points and helping to resolve them. At the end of the day, that’s how successful business transactions are ideally carried out: a customer pays for a company’s service, and the company, in turn, solves a customer’s problem or helps them progress in some shape or form. But, what is “customer pain” exactly, and why is it important? 

A customer pain point is a problem that a prospective customer is currently facing. Some of the common types are as follows: 

  1. Financial – cost and expenses, for instance, spending too much on fees for products and services
  2. Productivity – problems that hinder a company’s performance such as time wasted on inefficient or unproductive actions
  3. Process – problems with a company’s internal processes, such as sales playbooks, that can result in a productivity issue as well
  4. Support – if a company isn’t receiving enough support for certain stages of a specific process they’re currently in and are unable to move forward

So how do you find out more about prospective customers? Performing detailed qualitative and quantitative research: analyzing the market, looking at potential competition, and reviewing their financials if they are public are some of the ways. However, even after sales reps do their research, customer calls are imperative to identifying pain as not everything can be found online. As mentioned above, the types of pain points that companies face can vary widely, and recognizing them is easier said than done, especially if companies themselves aren’t completely aware of their problems. 

It’s important for sales teams to engage with customers because once you identify their pain, you’re now able to position your company in a way that caters to those pain points. For instance, you could highlight the features of your product that specifically address a customer pain point, establishing yourself as a valuable resource or potential solution that they ought to look into. And by maintaining constant communication with customers, you can present your company as one that doesn’t just address a singular problem, but will also benefit their entire business. 

Oftentimes, it may not be easy to identify pain points after a brief customer call. Especially if they don’t initially see a need for purchasing your product, you’ll be required to dig deeper in order to find the exact areas where you can be of service to them. Much of the information you’ll need to convince your customers of the benefits of your product cannot just be found on the internet, or maybe it’s there somewhere but it’ll take too much time to sift through all the data to find exactly what you want. Why not have this already done for you, so you can go into customer calls equipped with all the information you need?

With the help of CloseFactor, the information you’d previously need to research online or gather by spending hours on the phone with customers, all just to determine if you and a potential customer are a good fit, would be found for you. Our machine intelligence technology takes your specific custom target indicators and provides the information you need to engage in dialogue with your customers and pinpoint where you can help them. With this knowledge, you can present your product so that it seems more desirable and, in some cases, indispensable. 



Shewan, Dan. “Pain Points: How to Find and Solve Your Customers’ Problems.” WordStream, May 1, 2020, 

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