The other research resource at your disposal is your sales team. Not only does it allow you to converse at length with the people who are actually using your products, but it also creates an environment in which problem-solving is a collaborative process. This kind of event is invaluable to you as a business. Recently, we held our first Customer Insight Round Table event, in which we invited 11 WordStream customers to spend some time at our offices in Boston to share their experiences – good and bad – with us openly and honestly. One of the best ways to learn your customers’ biggest problems is by really listening to them. #Viewpoint startup problems. remotehelper may not be running how toLet’s take a look at how to get the information you need from your customers first. There are two primary sources of the information you need to identify your customers’ pain points – your customers themselves, and your sales and support teams. Even if two customers have exactly the same problem, the underlying causes of that problem could differ greatly from one customer to another. The reason you need to conduct qualitative research (which focuses on detailed, individualized responses to open-ended questions) as opposed to quantitative research (which favors standardized questions and representative, statistically significant sample sizes) is because your customers’ pain points are highly subjective. That’s why qualitative research is a fundamental part of identifying customer pain points. Now that we know what pain points are, we need to figure out how to actually identify them.Īlthough many of your prospects are likely experiencing the same or similar pain points, the root cause of these pain points can be as diverse as your clientele. How Do I Identify My Customers’ Pain Points? 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. Many prospective customers’ problems are layered and complex, and may combine issues from several of our categories above. 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. 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. 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. Support Pain Points: Your prospects aren’t receiving the support they need at critical stages of the customer journey or sales process.Process Pain Points: Your prospects want to improve internal processes, such as assigning leads to sales reps or nurturing lower-priority leads.Productivity Pain Points: Your prospects are wasting too much time using their current provider/solution/products or want to use their time more efficiently.Financial Pain Points: Your prospects are spending too much money on their current provider/solution/products and want to reduce their spend.Here are the four main types of pain points: 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.Īlthough you can think of pain points as simple problems, they’re often grouped into several broader categories. Like any problem, customer pain points are as diverse and varied as your prospective customers themselves.
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