Every product or service has been designed with the notion of fulfilling a particular need. Yet, why is that only a few are an instant hit among people and the rest pass by unnoticed? Many attribute the success of a product to reasons like cost, marketing, etc. But, the real reason behind every product’s triumph is its ability to solve its customer’s pain points. So, what are pain points? They are the problems experienced by customers which are used as opportunities by brands to do business.
Types of Pain Points
Apart from the customer’s actual pain point that urges the user to search for a solution, they experience various pain points1 during and after purchase.
– Convenience and productivity
– Shopping journey
From high pricing or low-quality product to broken links or post sales experience, the brands that successfully alleviate every pain point and provide a wholesome customer experience stay at the top of game irrespective of the size of business.
If you want your product or service to be on trend and make your customers stick to it, here are four ways on how to recognize those pain points before it’s too late.
1. Survey Customers with the Right Questions
Most often you’d think, what can be so difficult about sending out a survey to your customers. At other times, you’d be trying to find out why customers don’t respond to your surveys. We’ve been there. The problem is not so much with the survey itself than it is with the questions you ask.
Only the right questions get you the answers and insights you’re looking for. Take a look at this question.
The options make no sense and don’t give any quantitative insights. Now, here’s the same question with different options.
The options provide valuable data that you can act upon.
While you can keep your surveys as simple as possible for customers who hate filling up forms, you can save the detailed open-ended questions2 for customers who volunteer to help with detailed answers or information. Here are some questions you could ask them.
– What problem were you trying to solve when you initially came across our product or service?
– What are the top three benefits that you have received from (product or service name)?
– How could we improve (product or company name) to better meet your needs?
– What other roles or titles besides yours do you think would get a big benefit from (product or service name)?
– What would you likely use as an alternative to (product or company name) if it were no longer available?
– What’s holding you back from using (product or company name)?
2. Get your Sales Team Talking
When it comes to garnering pain points, you should focus not only on existing customers but also on the lost prospects. Expanding your customer base is imperative and behind every lost deal is an important pain point that your product fails to solve. This could be a pricing-related issue or a missing feature — find out what it is and how you can turn it around in your favor.
Get your sales team to write down their observations after every sales pitch that didn’t end up in a deal. The analysis should include answers for questions like
– What were the pain points put forward by the prospect?
– What did the prospect like/dislike about the product?
– Why did the prospect turn down the product?
– What would have kept the prospect from turning down the product?
– Did the prospect compare our product with the competition? If yes, which aspect did they compare?
These insights coupled with the customer surveys let you decide on the direction your product needs to be moving.
3. Check Out Online Reviews
Reviews are a great way to fish for customer pain points. Check what your customers write about your product on social media. If you want to take it up a notch, look at the review sites because they are a repository of customer grievances. With many users taking to online platforms to write reviews, you can find the pros and cons of both your brand and competition from customer’s perspective. In fact, you can even find some suggestions that could work for your company.
Pro tip: It is important to be sure of the authenticity of reviews. With fake reviews on the rise, lack of verification leads to false data. Make sure to check the reviewer’s profile, ratings’ pattern and review date. Here’s a review I found that outlines the pros and cons in detail about a software.
4. Take a Look at Your Competitors
Despite your best efforts, there could be certain buyer personas that are out of your reach. However, that doesn’t mean you can never gain their attention. It’s just that your messaging strategy doesn’t resound with those customers’ needs. Here’s where you can get help from your competition. Every business uses a different approach and analyzing them lets you stay informed on how they work.
– Evaluate their website particularly the pricing, FAQs and features pages. Find out the pain points that you have missed and see if you can incorporate it in your website in your words.
– Do a Google search of their ads and take a close look at their marketing copy. After all, it’s the ads that target customer pain points the best.
Identifying the pain points have never been an easy task. While making assumptions is an easier way out, you need to know what your customers are thinking to gain their attention. This is because most businesses worry over not getting enough sales by targeting the wrong prospects. These methods would help delve deeper into what your customers are really looking for. When you position your product or service based on their pain points, there will be more reasons for them to do business with you.
Main illustration done by Vinodhkumar Neelakandan
1 – https://www.coredna.com/blogs/customer-pain-points
2 – https://www.fieldboom.com/survey-questions/