“PAIN as the difference between a desired state and an existing state. To properly diagnose a prospect's PAIN, you simply need to answer the following four questions: 1. What is the source of the prospect's most prominent PAIN? 2. What level or degree is the intensity of that PAIN? 3. What is the level of urgency requiring the PAIN to be solved? 4. Is my prospect aware of and does he/she acknowledge his/her own PAIN?”