Persuasion
A pain point is the concrete problem that slows a person or a department down and weighs enough to push them to look for a solution.
It decides where the work starts: the most frequent mistake is picking the digital tool before the pain point has been identified, which buys the solution to another company's problem.
An example
In a sales enablement project the pain points are collected through an audit and through individual and group listening sessions, before any tool is chosen. Only after that analysis do the digital tools come in, picked to solve the problems that surfaced: in that project the pain points turned into better qualified leads and tailored support for the sales force.
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