Marketers always seem to be talking about pain points.
Unlike having a twisted ankle, however, the kind of pain points marketers typically encounter can be a little more complicated.
Today we’ll be diving into the world of customer pain points – specifically, what pain points are and how you can position your company as a potential solution. We’ll be taking a look at several real-world examples to see how marketers overcome some of the most common customer pain points, as well as general tips on how to make yourself indispensable to your prospects at the right time, in the right place.
Selling to people who can’t or won’t buy is a huge drain on your sales productivity, budget, and team.
Top two-percenters need to spend time only with prospects who need your help, want your help, and are willing to work with you to solve their problems.
Your prospects need to have authority and money, but having business pain trumps both. If your prospects don’t have business pain, they have no need. And without need, there’s no hope for a sale. It’s up to salespeople to ask effective sales questions and uncover business pain as quickly as possible.
Before we get to the examples, though, let’s start with the basics.
A pain point is a specific problem that prospective customers of your business are experiencing. In other words, you can think of pain points as problems, plain and simple.
Like any problem, customer pain points are as diverse and varied as your prospective customers themselves. However, not all prospects will be aware of the pain point they’re experiencing, which can make marketing to these individuals difficult as you effectively have to help your prospects realize they have a problem and convince them that your product or service will help solve it.
Although you can think of pain points as simple problems, they’re often grouped into several broader categories. Here are the four main types of pain points:
Financial Pain Points: Your prospects are spending too much money on their current provider/solution/products and want to reduce their spend
Productivity Pain Points: Your prospects are wasting too much time using their current provider/solution/products or want to use their time more efficiently.
Process Pain Points: Your prospects want to improve internal processes, such as assigning leads to sales reps or nurturing lower-priority leads.
Support Pain Points: Your prospects aren’t receiving the support they need at critical stages of the customer journey or sales process
Viewing customer pain points in these categories allows you to start thinking about how to position your company or product as a solution to your prospects’ problems, and what is needed to keep them happy. For example, if your prospects’ pain points are primarily financial, you could highlight the features of your product within the context of a lower monthly subscription plan, or emphasize the increased ROI your satisfied customers experience after becoming a client.
However, while this method of categorization is a good start, it’s not as simple as identifying price as a pain point before pointing out that your product or service is cheaper than the competition.
Many prospective customers’ problems are layered and complex, and may combine issues from several of our categories above. That’s why you need to view your customers’ pain points holistically, and present your company as a solution to not just one particularly problematic pain point, but as a trusted partner that can help solve a variety of problems.
Although many customer pain points are similar, there’s no one-size-fits-all solution to solving your customers’ pain. Fortunately, nobody knows your customers like you do, so dive into your research, work with your teams in sales, customer service and marketing to develop ways to identify client and prospect problems and develop ways to communicate solutions and the benefits of utilizing your products and services.