The Ultimate Guide to Find Out Pain Points of your customers

1In today’s fast and competitive world, hunting your leads isn’t an easy job. What can do a sales rep to have the best outbound sales strategy? Are you present on social media and you have already created a Buyer Persona profile? Kudos! You successfully passed the first level! Next you need to understand pain points of your prospects.

What is a Pain Point?

A Pain Point is a business problem that companies or end customers are struggling with. As a sales person, it is vital to understand the customer pain points in regards to offer a constructive solution and create sales opportunities.

Successful sales rep identifies and explore these pain points from various angles. They always ask themselves these three questions:

– What can be the root cause of their pain?

– Does a solution exist?

– How can I avail this opportunity?

Is every pain – worth a pain point?

Try to be a sneaky guy: Work life example

           If you casually ask someone regarding their pain points, their answers may not be real. For example, if you ask a junior sales reps what’s his biggest professional pain point. He would rather say his “lack of experience” is the major issue. That sounds like a reason, but the truth is that he doesn’t work enough to build the right skills require for his jonb. So experience is not a real pain point.

4 steps process to find the pain points:

  1. In-depth reviews with your sales and support team: During team meetings, clarify with your sales and support teams which issues are facing your customers. Make a list of these problems with the name of the employee who shared each of them with you, to ask further details.
  2. Interviewing clients: Based from the previous findings from your sales head, the next step is to invite your customers for a detailed know how. Interview has to involve customers from all your buyer persona scope. You can ask two kinds of questions: Open ended and close ended questions. Open ended questions will help you to discover new needs and Close ended questions yields more organized and statistical datas which help you to confirm or infirm pain points obtained during employee or customer (open ended questions) interviews.
  3. Client group meetings: A marketing strategy that use group customers discussion to highlights uncover needs or trends. Interviews regarding this group discussion is led by an appointed facilitator.
  4. The 5 Why’s: A flexible management strategy that allows you to open up a meaningful conversation with the customer. In the example given below we show how this process can be used to make the customer talk. Talking leads to the discovery of pains. Pains leads to the Pain Point!



Here an example of how to work with the 5 why’s process to get the customer talking:

Me: Why you need more trade shows for your company?

Customer: To get more limelight.

Me: Why you need more limelight?

Customer: To make my business reach cloud 9.


Me: Why you want to reach cloud 9?

Customer: To make my business successful.


Me: Why you want your business to be successful.

Customer: In order to have a good brand image and also have time to do personal stuffs.


Me: Why do you want to do personal stuffs?

Customer: Because that makes me truly happy.

How to use the pain points to lock your target while cold emailing?


  1. Create a list of keywords: Each Pain points can be used for the creation of a related keyword. For example if the customer’s issue is “Security issues with sales management software”, then the keyword can be ‘software security’.
  2. Create a killing subject line: Cold email subject line has to be informational and go straight to the point. Using keywords is key to attract the attention of your prospect. Here 16 cold email subjects that works!
  3. Master the body: First paragraph should again contain your keywords and explain the structure of your email. Another tip is to always ask a related question in the first paragraph of the body to implement the customer in the discussion.
  4. Happy Ending: Adding a call to action at the end of your article is necessary as the purpose of your email is to move your target to the next stage of the prospect journey (usually a call or a demo). It should be simple and direct sales prospecting.


Here 3 proven templates our sales team is currently using:


  • “Let me know if you have about 10-15 minutes this week to schedule a quick call.”
  • “{First}, let’s schedule a 10 minute call so I can share this idea with you. When works best for you?”
  • “When do you have 10 minutes so I can tell you a few other warning signs {{Company}} can look for to prevent churn?”