Pain or pain points are specific problems or challenges faced by current or prospective customers in the current business environment. Just because a prospect is experiencing pain that your product or service can solve does not mean they will buy. Companies live with unaddressed pain every day. It isn’t until they company perceives solving this pain a strategic priority, that they are likely to move forward into a buying process. Helping the company get to this change mode is often the responsibility of a Sales Development Rep (SDR).