When you’re in business, you might as well know that it’s all about your customers. In order to make a sale, you need to speak to their needs and desires- what are their most pressing problems and how your products can help solve these problems. You need to care about your target customers and their problems. By understanding your customers, you will be able to get to their core, and craft marketing strategies that work.
Before discussing how to identify your customers’ pain points, it should be noted that every business is different in some way as every customers’ pain points are different.
5 Ways to Discover Customers’ Pain Points
Discover the primary motivation why people buy from you
Most of the time when a person buys is directly or indirectly linked to their pain points. Discover why your customers buy your products will lead you to know their motivations and reasons for buying.
Rizan Flenner defined pain points as answers to these major questions: Why the client should do anything, what is preventing or stopping the client, what is the consequence of doing nothing, and is there a deadline that the client needs to solve this pain by.
To identify your customer pain points, you need to ask your existing customers in the form of interview, email, phone call, or surveys.
Listen to your customers
If you can, do a face-to-face meeting with clients or customers. Ask for their comments, feedback, and suggestions. Ask your customers to rate your products and services; in this way, you will learn about their concerns and primary needs and the areas that need improvement.
According to Bennis Public Relations Inc. Stephanie Shirley, “Get to know more about them, their business and their needs. As the conversation progresses, you’ll gain a better understanding of the pain points they share with fellow businesses in the industry as well as pain points that are completely unique to them.”
Brainstorm with your team on the major problems that your customers are facing and that your products can help with. Evaluate whether your marketing strategy communicates well to customers on how your products solve their problems.
As Suvashree Bhattacharya wrote, “People spend their money on the two most important things: to reduce pain and to increase happiness. So, it’s like the worse the problem is, the more chance you have to sell your solution. The better your solution is, the faster your customer will pay.”
Empathize with your customers
Imagine having a terrible cough and going to the doctor for a check-up, and the doctor talks nonstop about a particular cough medicine; without even asking questions to diagnose the disease and the cause of the sickness to prescribe the best solution. That’s how terrible it is to just talk and talk about your products for the sake of selling.
As Pipedrive emphasized, “When identifying a customer’s pain points, you’re identifying the trigger that’s caused them to seek out your solution. Knowing that trigger – that thing that’s causing customers pain and frustration – helps salespeople articulate the value of their solutions.”
Further, it’s also better to put yourself in the customers’ shoes to discover their pains and motivations. When you care about your customers, you can easily empathize with what they are having major problems with, and what they are going through.
Research the most popular products and companies in your industry
To further understand the pain points of your customers, you can also do some research in the online sphere. Research the most popular products and companies in your niche. Learn why customers are buying from your competitors.
You can also join Facebook groups in your niche to learn more about your customers. Search the most popular hashtags, posts and tweets to look up what your customers are talking about and what gets them talking about a particular subject. You can also search in Quora to know the most popular questions and answers in your niche.
And, you can also look at the most popular blogs of your niche. Gather information from the Internet and social media, and further analyze the pain points that your customers are trying to solve.
You may also be able to discover how you can better serve your customers.
Offer the Best Solution for your Customers’ Pain Points
After you’ve identified the major pain points of your customers, it’s time to provide the best possible solution. You may be able to discover new ways of interacting with your customers, provide new products or services, and/or improving your current products, services, and system.