What is your customers "Pain"?
Emma Davidge • April 12, 2023
What is your customers PAIN?
The only way you can get someone to buy your product or service is to make them WANT it. What problem are you fixing and what is the solution? Or what desire are you fulfilling? What value are you offering your customers? What are they gaining from using your product/service.
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. 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.
Your "solution" to your customers' pain points can be used in your UVP (Unique Value Proposition). Your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition. Your unique value proposition should appear prominently on your landing page and in every marketing campaign.
"Opportunities are problems
in search of solutions"
Denis Waitley
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