The gist is, no one cares about the thing you're trying to sell.
anyone considering your offering is trying to get something done. Help them get their job done so well that they feel awesome about it.
The book is not fluff. Highly recommended.
Also look into the job at o be done framework.
All of which is to say, it's not always enough to look at a person's tasks and work to find high-value "pain points". Often you need to look more closely and a bit obliquely what their actual ambitions might be, and sell to that.
Selling is especially important if you are in any kind of B2B business where the user doesn't necessarily make the buying decision. For example, if a company is buying a Customer Support software, the executive making the decision won't probably be using the software on day to day basis.