Customer pains are problems – whether unexpected or predictable – that your company’s customer is facing. In other words, they are the reasons any potential customer needs your product or service. But this is not enough. To get the sale some strategies are needed.
Understanding the reasons that make your customer come to you is crucial, deciding between “yes” and “no” to your offers.
Customer pains need to be, in fact, very well mapped and understood by everyone within a company.
Not just by sellers.
A successful company develops, attracts and sells exactly what customers need.
But you only do this when you know very well the needs your buyers have – whether they are predictable or not.
Therefore, understanding the customer’s pain is having a solid path to be able to sell more and better. But this is not enough.
Today’s text will help you identify them, devise strategies to attract more consumers, show that your solution is ideal and, of course: sell more and better to them.
Let’s see how this happens?
What are the customer’s pains?
Customer pains, whether B2B or B2C, are the problems – predictable or not – that a consumer has.
It’s the reason the potential customer needs your product or service. Or the competition…
Here, it is important to know how to differentiate between what is a common problem and what is actually a pain.
This second one has a significant impact for your customer. It’s even chronic, which gets in the way and makes it impossible for things to happen normally.
They are two different things, therefore. With an example you might understand better.
Let’s say your prospect wants an improvement in the marketing industry: he wants to generate more leads.
There are a few factors why lead generation is low today. Some factors can contribute to this.
We can quickly think about lack of investments, lack of good content, and focus on the wrong channels to attract customers ….
These are chronic, recurring problems that prevent the company, for example, from being able to sell.
It’s serious. Larger. Serious. Unlike a simple problem like an Ads campaign that didn’t perform as it should.
The client’s pains are more objective issues. Therefore, they are not always easy to be identified.
The source of pain is varied; the points where it manifests too.
Another important detail: not always your potential client will know how to identify what your pain really is.
He may be aware of one, the most latent – but others may be linked to aggravating the situation.
That’s where you come in: your solution and the entire strategy for attracting, nurturing, relating, qualifying and retaining customers.
But, calm down, we’ll be at that point.
Most common types of customer pain
The mission of any company that really wants to focus on the customer is to find what keeps the sleep of those who come to you so much.
Although each business has its peculiarities, some types of pain are common and manifest in a very similar way.
The way your customer works today makes him spend too much time and effort and not get the results he planned.
your prospect spends a lot of money on a particular service or product that, even if it brings good results, ends up burdening your operation too much.
your customer is not supported by the current product or service they consume. With this, he ends up being able to overcome his challenges or reach his goals and objectives.
The current solution your customer uses is inefficient. It does not bring the expected results and does not justify the investment made previously.
Your customer may have one or more of these pains.
And you need to anticipate them and be ready to show that your solution is different from all the others he’s experienced that generated frustration.
Strategies to identify your company’s customer pain
The ideal scenario is this: understand what your persona’s pains are predictably.
From there, create good content (eBook, info graphics, webinars, articles) that address these problems and show you a solution.
Then, throw the bait: make a conversion page – a landing page, for example – to get that potential customer contacted.
And from there, go nurturing the lead within your purchase journey. Send deeper and deeper content so that it wakes up to the need to buy.
When he arrives at this moment, the so-called “wave” will occur. This can be through a trial form or approach in some form on your website.
Here are the strategies that your company uses.
For this scenario described above to be possible, however, some strategies are needed to identify the client’s pain.
We separate some of them:
Market information + persona definition
The first tip before approaching any client is to do your homework. What does that mean?
Well, you should search a lot about it on Google, on social networks (LinkedIn is perhaps the main one, especially if we are talking about B2B sales).
Look at who the competitors’ customers are, their habits. Talk to these people if possible. Gather as much information as you can.
From there you will draw the company persona. It will detail the characteristics, pains, habits, consumption and everything that is relevant about it.
This will be your marketing team’s north (to create content that attracts these people).
And your sales team, which will predictably know the needs of your consumers and will have a sales pitch aimed at this, being didactic and showing how the product or service offered helps to overcome them.
Scripts for prospecting and qualification
Out-of-the-box sales scripts are great options for, at some point in the marketing or pre-sales funnel, your team more accurately identify customer pain.
This can happen, for example, after a lead downloads the eBook and starts receiving emails within the nutrition stream.
The ideal here is to offer increasingly in-depth content that helps them to better understand their situation and how they can, through the solution that the company offers, overcome challenges.
So, by the third email, your team should throw some bait.
Ask about the challenges the lead has, while sharing some success story, or simply some before and after numbers from your customers.
If you prefer – and if it makes sense for the business – lead that lead to a specific form for this answer to be given.
Thus, if you have integration with a good sales CRM, the answers automatically enter the configured funnel and your team can work with this opportunity much more quickly.
An approach roadmap will also help you identify the client’s pain. And it can be complementary to the previous strategy.
Even though in the example above you threw the bait and the lead didn’t “fall”, their score within your marketing automation platform may have increased.
So it’s time to get your SDR team to make a call taking advantage of his interest in what the company communicated.
A sales methodology that helps a lot at this time is SPIN SELLING.
It helps to prepare a question script for the potential customer and is especially important for those companies that have a large sales cycle.
The approach roadmap is based on the following themes:
- Need for Solution.
The idea here, then, is to create questions that answer these 5 elements.
If they agree with what was designed for the persona, then maybe that lead is ready to talk to your salespeople.
Closed and open questions
SPIN can be even more effective if your team uses a series of open and closed questions to get more information out of the potential client.
Some examples of open-ended questions that can be asked for the lead (you can see others here):
- How have you felt in the past trying to resolve these challenges?
- Why are you looking for a different solution to these pains now?
- Tell me how the competition is affecting you because of your pain;
- How do you deal with the frustration of not achieving your goals?
- When do you want to implement this solution in your company?
These are questions asked to get the customer to talk about their current situation.
Qualitative questions, which aim to fully understand the prospect’s scenario and help guide your team’s speech.
These questions are different from closed questions. These basically look for “yes” or “no” answers.
- Do you have difficulty controlling spending today?
- Do you currently use any software?
- Do you make sales through What Sapp?
Both need to happen, of course. But it’s the open-ended questions that will make you understand the customer’s pain. Then, yes, you can do some more closed ones.
Knowing how to show the value of what you sell
Selling is showing value. Not price. Value. Why exactly what the company does is good. Solve customer problems and challenges.
Your team needs to have, after better understanding the pains of consumers, a didactic discourse.
That it shows point by point how the solution offered is the ideal one. How it will help the customer to go above and beyond and why it is better than the competition.
You can even follow a basic script, introducing the product, talking about cases, showing it in detail, talking about plans, making an offer and exposing the benefits.
However, your team will only have real persuasion power when it “marries” pain with the solution you offer.
This is showing the value of what is sold. If the customer sees this, price shouldn’t be an issue – even if the decision takes a little longer.
Use of technology
By now you understand that knowing the customer’s main pains is important for a shorter sales and CAC cycle.
This mission is easier when your team is able to work on sales opportunities within an integrated and complete CRM.
It’s the way to, first: don’t let any leads cool down. Then: have stages within the qualification funnel that ensure no stages will be burnt.
This is important so that your potential client does not feel pressured, and that your team gradually deliver the information they need to trust the company and want to hear a proposal.
The use of a sales system is key to improving the speech as well – your team can listen to the calls made with each lead.
If your team isn’t asking the right questions (or simply isn’t listening to the customer) you can, in sales training, fix it.
This way, you will have an even more capable team, ready to even anticipate the customer’s pains and, of course, you will be able to sell more and better.
After all, if the company already delivers what the customer needs even before he asks for it, it is a very good step towards not only retaining but also transforming this consumer into a brand evangelizer.
This is, without a doubt, the ideal scenario for any business.
So, how can we help you?
Enjoy and read two articles that will help you positively impact more customers every day.
The first talks about how to prospect on LinkedIn and generate more opportunities for your team.
The second addresses the importance of the Davos culture, which creates joint solutions focused on customer needs.
Customer pains are problems – whether unexpected or predictable – that your company’s customer is facing. In other words, they are the reasons any potential customer needs your product or service. But this is not enough. To get the sale some strategies are needed. Understanding the reasons that make your customer come to you is crucial, deciding between…