When starting your business, I am sure you had a few pain points that you wanted to solve for your prospects.
Once you have identified your target audience, it is important that every business identifies issues that this audience finds urgent or frustrating.
This major step of understanding customers’ pain points will give you a direction on how you are going to solve these problems. As a result, you will be able to predict the products and services that customers need before they even exist.
How do you evaluate whether your organization is addressing real customer problems?
You can do this by answering the following questions:
A pain point is a problem that your target audience is experiencing.
Problems that customers face vary from one person to another. Sometimes, you have put yourself in front of potential clients through marketing because they are not aware of the problems they are facing until they find your business.
Since pain points are many, I am going to give you four important categories of pain points:
Now that you are aware of different types of pain points, you can start coming up with ways your business can provide solutions to your potential clients.
For example, if your prospects’ pain points are primarily financial, you could offer a lower monthly subscription plan or show results of an increased ROI from a previous customer.
Now that we know what pain points are, we need to learn how to actually identify them.
You can do this by getting your potential client to answer the following questions:
It is better to ask your target audience what they need instead of making assumptions. What do they want and expect from you?
Equally important, what don’t they need? Use this feedback to customize your offerings accordingly — or take a pass. Every potential client is not necessarily a good fit.
As a digital marketing agency, we are often approached by clients who have a specific goal in mind.
“I need a website” or “I need a new logo” are common phrases we hear. However, the first thing we always ask our clients is, “What problems are you facing?”
Only then will we know if they actually do need a website or a logo because those are just two options out of millions of more successful routes.
Entrepreneurs often launch into a sales pitch before they’ve even properly qualified a potential client.
It’s important to determine if you’re speaking to and working with the right decision-makers and to understand the entire process for approval on a deal or project.
If you forget to ask those critical questions early on, you may find yourself having to start all over with a new stakeholder.
Make sure you are continually keeping track of a client’s expectations throughout the course of the project. As scope and expectations change, so should the contract.
Discuss openly at the start of the project any risks of failure, budget overrun, or consequences if things go wrong. Running through these what-if scenarios now will set the tone for honest discussions further down the road.
Another important information we can obtain from our customers is the overall budget and projected starting date of the project.
Knowing their budgets allows you to determine the correct strategies to push, and knowing the starting date of the project allows us to accurately prioritize projects.
What would you see as a success in working with us, and how can we over-deliver so you’ll want to refer everyone you know?
Asking these two questions helps us serve our clients better and ensure they will be happy with the work we produce.
With a potential client, always close with “What’s the next step and by when?” The next step of interest could either be setting up a phone call or maybe just asking for a reply.
Either way, set the expectation. Never leave an outreach effort open-ended, but rather have an action in mind that you would like your prospect to take, and always try to set a commitment.
You need to find out two things before working with a potential client: Is there a need for your product/service and, if yes, are they a good match for your company? Without both, it’s difficult to achieve a long-term relationship.
“How can I help you?” and “What else can I do?” are two questions you should always ask your client.
They want to work with you because they need your services/support and hopefully like you enough to share their business ideas and vision with you.
Your goal is to help them do their jobs better.
Now that we know how to identify pain points, we need to know how we can position ourselves as solution providers rather than salespeople.
Here are three tips to start positioning in this way:
It is important to use language that your potential client understands instead of technical jargon that will leave them confused. This technique goes a long way in building trust with clients.
It Is also very important to know the teams that will be involved in the buying decision and which department will provide the budget. Identify who will ink the deal.
If you’re selling to multiple teams and one team has completely different priorities than another, you need to know early. If you’ll have to go through a two-month legal review process before you can close a deal, you need to know early.
Prospects are sometimes worried they’ll appear less authoritative if they tell you they’re not the sole decision-maker, so I like to use the following questions to avoid that impression:
Affirm your prospect’s involvement while asking for information, and it’ll be easier to make sure your pitch meets everybody’s requirements.
I hope this article was helpful in understanding what potential clients are trying to do when they look for solutions from a business like yours.
There is no one-size-fits-all when it comes to customers’ pain points, so you have to do research and get the best strategies to help them accomplish their goals.
What other tips do you have for helping customers overcome pain points?