How to Define and Pitch the Pain Point Your Product Solves

Imagine you have a bruise and someone pokes it. Ouch! 

Suddenly, you’re more aware of it than ever before. You start looking for some arnica cream to make it feel better – and someone gives you their tube. You feel super happy to have the solution handed to you, right? 

Well, that’s exactly the feeling you want to inspire in your prospects. No, we’re not saying you should go round searching for bruises and prodding them. We’re not that weird. But we are saying that gently agitating a pain point – one that’s super relevant to the person you’re speaking to – and then showing how you solve it is the foundation of the most successful sales pitches out there. 

So far, so simple, right?

Well, if it was we wouldn’t be writing this blog post. Most products fail to resonate with customers because they miss the mark on solving a clear pain point. Maybe the internal team is so excited about their product that they want to show how it can do everything. Or maybe they don’t really know what it is their customers need solving. 

Whatever the reason, understanding and clearly articulating a specific pain is crucial for any successful sales pitch. We’re going to run through exactly that today: 

• Understanding the Concept of a Pain Point
• Defining Your Product’s Pain Point
• Aligning Your Solution with the Pain Point
• Crafting a Compelling Pitch

By the end of this blog post, you’ll know exactly how to define your product’s pain point and be well on your way to crafting a compelling pitch that aligns with your prospects’ needs.

Let’s get started. 

Understanding the Concept of a Pain Point

Think about the thing that annoys you most about your job. Cmon, don’t be shy – we’re sure there’s something, even if you work for the most perfect company in the world. 

Well, that’s exactly what a pain point is for your prospects: a problem or challenge they face that can be solved by your product. 

84% of buyers start their buying process by identifying a problem. If your product addresses that specific problem, you’re much more likely to capture their interest. Easy peasy. 

Types of pain points include: 

• Financial (something is costing them too much money, or is inefficient) 
• Productivity (they’re spending far too long doing something, or it’s taking up an unnecessary amount of brain or manpower) 
• Process (a process isn’t running as smoothly as it could be, or feels a bit too complicated) 
• Support (they don’t have the customer service or guidance they need to do something to its full potential) 

Now we know what a pain point is. But how do you find out which one your product solves? 

Defining Your The Pain Point Your Product Solves

Ideally, your product will have come to market already solving a problem – unless your business is super early stage and finding product-market fit is part of the job. 

That said, as your product evolves and the market changes (which it inevitably will, time not standing still and all that) the problems your customers face, how they talk about them, and how you solve them will adapt – whether that’s in a big way or a small way. 

So how do we find out what your customers of today are struggling with? 

Three words: research, research, research. 

There are so many sources you can use to sniff out the problems your customer is facing. Jobs To Be Done interviews are a great place to start – they’ll give you up-to-the-minute, impartial insights – as are surveys and feedback. 

CRM data is another goodie here: what do you, or your business’s SDRs, learn on discovery calls? What common issues keep on coming up? 

Supplement this internal data with external data – industry reports and competitor analysis, for example – to understand these problems in the context of your sector. 

Tools for analysis: social listening tools (like Buzzsumo) can show you what’s being talked about online in real-time, while lead enrichment tools (like, ahem, Surfe) can give you insights into the needs of potential customers.

Aligning Your Solution with the Pain Point

You’ve figured out what it is exactly that grinds your customers’ gears. But how do you link that to the thing you’re selling? 

To go back to our introductory example, if someone says “I’ve got this really painful bruise” you don’t come back to them with “Oh this plaster I sell will help”, do you? 

Instead, your solution has to be super relevant to the problem. They need to have total faith that it’s the right purchase for them. Otherwise, you’re not going to get any luck out of it. 

Connecting Features to Benefits

Your first port of call will be to connect the benefits of your product (that is, how it solves the problem) to its features. 

For example, don’t say “Our tool automates processes”. That says nothing about how these automated processes are going to benefit the user. Instead, say “Our tool saves you 10+ hours a week by automating these repetitive tasks”. Much better. 

Customer Testimonials and Case Studies

Testimonials and case studies are literal gold dust when it comes to showing off how your product solves a problem. Your prospects might well believe it from you, but seeing how it’s helped someone like them will really seal the deal. 

Use a case study – on your website, in your outreach campaigns, during your sales pitches – and you’re building trust and demonstrating effectiveness.  

Tailoring the Message for Different Decision-Makers 

An average of 7 decision-makers are involved in the B2B buying process. And, just to make things really easy for you, each one is going to have slightly different priorities and pain points that you need to solve. 

For example, say you’re selling to a business that’s currently a customer of your competitor. The CTO might find their team spends a lot of time dealing with technical issues, whereas the CFO might be more concerned about the fact that it’s very expensive. It’s your role to poke at both of these pain points and show how your product is going to solve them. 

Crafting a Compelling Pitch

By now, you should know what a pain point is, which ones your product solves, and how to talk about it. How do we weave it all together into a pitch that’ll knock their socks off? 

Structure your Pitch 

Let’s start with how you structure your pitch. Here’s a clear, four-part structure for you to follow: 

• Problem: start with the pain point you’ve identified 
• Solution: present your product as the clear answer 
• Impact: quantify the benefits (for example, you’ll save 10+ hours a week or reduce costs by 30%)
• Call to Action: invite prospects to take the next step (for example, book a demo or reply to this email)  

Next up, let’s look at some best practices: 

Use Data to Back Up Your Claims 

We’re sure you already know that data is a sales professional’s best friend. Think of data as the proof in your pudding. 

You can pull these statistics from your own customer data – or maybe there are some well-known facts and figures related to your sector that support your claim. 

Personalization

Personalization is key to a successful sales pitch. If you bang out the same generic pitch to every prospect under the sun, sorry, but they’re going to see through it. People like to feel special – so make sure your pitches make them feel special. 

That doesn’t mean you need to ask after a prospect’s second cousin once removed, though. Instead, use what you already have: CRM data will help you to customize your pitch for each prospect. Take a look at their industry or company size, and then address relevant pain points.

Common Mistakes to Avoid

We bet you’re now feeling pretty confident about how you can use pain points to your advantage. But before you go away and put your knowledge to good use, make sure that you avoid these common pitfalls: 

• Ignoring the customer’s perspective: make sure you don’t slip into just describing your product’s features. We know you think your product’s amazing – but how does this translate to something your prospects can understand? 
• Being too vague: you need to get as specific about the pain point you solve as possible. Something like “Our product improves productivity” = too vague. “Saves 10+ hours a week by automating this specific process” = better. 
• Lack of follow-up: 44% of salespeople give up after one follow-up, but 80% of sales require between 5 and 12 touchpoints. Persistence is key – don’t assume you’ve missed the mark if you don’t get a response immediately.

Let’s Wrap It Up!

Hey – that doesn’t hurt as much as it used to! 

Pitch the pain point your product solves correctly, and you’ll have those exact words coming out of your customers’ mouths left, right, and center – plus, the warm, fuzzy feeling of knowing you’re making people’s working lives better. That’s why we all got into sales, right? 

Now you’re finished, can we have our arnica cream back?

FAQs About Defining and Pitching the Pain Point Your Product Solves 

What Is a Pain Point in Sales?

A pain point is a specific issue, challenge, or frustration that a prospect or customer faces in their professional life. In sales, identifying a pain point means understanding what your potential customers are struggling with. Pain points usually fall into one of four categories: financial, productivity, process, or support. By directly addressing these issues, you can offer a solution that feels relevant and meaningful. This approach helps you connect with prospects on a level that’s likely to drive interest and, ultimately, sales.

How Do I Identify My Customers’ Pain Points?

Identifying customer pain points involves a combination of research, listening, and analysis. Start with direct sources like feedback from customer interviews, surveys, or CRM data. Social listening tools and lead enrichment tools can provide real-time insights into what your prospects need. Also, consider industry trends and competitor analysis to understand broader issues your target market may face. Combining these methods lets you build a clear picture of the pain points your product can address, positioning you to craft a pitch that resonates.

Why Is Addressing Pain Points Important in Sales?

Addressing pain points is important because it shows customers that you understand their challenges and are equipped to provide relevant solutions. Sales pitches that focus on specific pain points build trust and demonstrate empathy, making it easier for prospects to connect with your product. When prospects see that your solution aligns with their needs, they’re more likely to engage and ultimately buy. It also helps to keep your campaigns targeted and effective – which every good sales professional wants to do. 

How Can I Link My Product Features to Customer Pain Points?

To effectively link product features to customer pain points, focus on the benefits that each feature brings. Instead of listing features in isolation, explain how they solve specific issues. For instance, if your product automates a process, describe how it saves time and improves efficiency rather than just mentioning “automation.” Using customer testimonials or case studies to illustrate these benefits can also help reinforce how your product directly addresses pain points. 

What Are Common Mistakes to Avoid When Pitching Pain Points?

Common mistakes include being too vague about the pain point, focusing too much on product features without showing benefits, and failing to personalize the pitch. Avoid generic statements like “improves productivity” and instead use data to stay specific. Another misstep is not following up enough; sales often require multiple touchpoints. Remember, a well-defined pain point pitch is specific, relevant, and targeted to each decision-maker involved in the process.