Understanding Your Customer's Pain Points

Do you know why so many businesses fail to connect with potential customers?

It's simple!

They talk about themselves and what they do instead of their customers and their struggles.

What do people love to talk about most?

Themselves! In fact, people spend an average of 60% of conversations talking about themselves. So, if you want potential customers to become paying customers (one of your main goals of being in business), always begin every conversation talking about them—specifically, their problems.

Because that's what they care about

and what you want to help them solve.

It Begins With Great Storytelling

Think about your favorite movie—chances are it follows a familiar storytelling pattern. It begins by introducing you to the main character. Then, about 15-20 minutes in, they hit a roadblock (the problem) that shakes things up. As they set out to tackle this challenge, they find a guide who can help them solve their problem.

But this storytelling formula isn't just for Hollywood—it's the heart of a great sales story, too. Your sales story begins by getting to know your ideal client, much like the lead character in a movie. Next, it focuses on the problem, causing them to search for a solution. Then, they find a guide to help them—the trusted authority ready to lead them to success.

Remember, people want to eliminate the problem causing them pain. You foster a sense of trust and connection by positioning yourself as the understanding guide who can help solve their problem.

 So, where do you begin in connecting with your ideal customers?

External Problem

Your ideal client is experiencing a problem that needs to be solved. This is the obvious problem that lets people know they need help. 

I have a broken pipe = I need a plumber

I want to take a trip = I need a travel agent

I have to file my taxes = I need an accountant

I like to refer to external problems as problems your ideal client is doing Google searches on or asking friends for a referral. "Hey, my pipe just broke. Do you know a good plumber?"

Internal Problems

But this isn't WHY people buy. Nope. There are LOTS of plumbers, travel agents, and accountants people can choose to work with. So how do they decide?

We make buying decisions based on emotions.

Our customers' internal problems are what they're willing to pay to solve. The business that properly identifies and speaks to that problem clearly and directly is most likely to win the business.

Plumber = My pipe just broke, and I need an HONEST plumber who will fix it fast and not overcharge me.

Travel Agent = Every time I start booking a trip, there are so many options to consider, and I quickly become overwhelmed and spend countless hours researching. I need someone who can listen to what I want and present me with two or three options that fit my needs.

Taxes – I hate doing my taxes. Tax laws are always changing, and it's too much to keep up with. I always feel like I'm overpaying because I don't know all the changes each year. 

Customers' external problems are frustrating and need to be solved, but that alone isn't enough to make them buy. But when you connect with them on an emotional level, they feel like you understand their pain, and they feel a deeper connection to you than your competitors. The better job you do identifying your ideal customer's true internal problem, the more successful your messaging will be.

How To Identify Your Customer's Pain Points

It begins with listening to them. Our customers are very good at telling us where they are struggling and how they want to be helped. Begin by making a list of all the different pain points potential and paying customers talk about. Start identifying pain points that are mentioned repeatedly. These are the ones that should be part of your sales messaging.

Still not sure? Send a survey to past customers and ask them specifically what problem they were struggling with that led them to hire you. Again, focus on why people were willing to pay you, and you'll figure out pretty quickly how to get future customers to pay you.

Where Should I Talk About My Customers' Pain Points?

EVERYWHERE! Your customers' pain points should be the foundation of everything you talk about. When your sales materials focus on your customers' pain points, it does two things:

1.   Allows them to connect with you faster because you're focused on them

2.  And by talking about solutions to their biggest problems, it positions you as an authority

Your website copy should emphasize the problems you solve for your customers because potential leads will research you here first.

As much as 80% of your future customers' buying research is done before they ever contact you.

This research often begins on your website.

Take the opportunity to connect with future customers as soon as possible by focusing on them.

Want to grow your email list and attract more leads?

Then, create a lead magnet that offers a solution to their greatest problem. After all, that's why they are on your website (looking for someone to solve their problem), so offer valuable information in exchange for their email address.

Once you've captured their email address (hooray!), you need to engage with your audience regularly. Sending emails that address and help solve their biggest problems is much more likely to be read than a newsletter about you and your business. 

Too many businesses don't engage with potential customers and their audience regularly because they don't know what to say. If you put your ideal customer and their biggest problems at the center of your sales messaging, they will be much more likely to listen to you because you're talking about the topics they care about most. Remember, it's not about you; it's about them.