"Identify Pain" is a crucial step in the sales process where sales professionals seek to understand the specific challenges or problems faced by potential customers. By uncovering these pain points, salespeople can tailor their solutions to meet the unique needs of the client, ultimately leading to a more effective sales pitch. This process often involves asking open-ended questions and actively listening to the customer's responses. Common pain points may include issues related to cost, efficiency, or product quality. Recognizing these areas allows sales teams to position their offerings as valuable solutions that address the customer's concerns directly.