What to pay attention to? To find out about the client's pain points, conduct surveys, questionnaires, listen to recordings of phone calls, track competitors' advertising and search queries. The resulting list can be used to create a marketing campaign.
In this article:
The concept of client pain
Types of client pain
Ways to identify clients' pain points
Systematization of clients' pains
Using Customer Pain to Create Product Strategy
Closing customer3 phone number identifier philippines pain points
An example of working with a client's pain
Frequently Asked Questions About Client Pain
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Understanding customer problems
Discomfort, difficulties and concerns that both real and potential buyers of goods/services face, in the marketing context denote the customer's pain. These can be different experiences, such as lack of self-confidence, lack of time for household chores, illness of a child, constant shadow cast by a tree outside the window. For business, only those consumer problems that can be solved with the help of the offered products and services are relevant.
Understanding customer problems
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It is optimal if marketers first conduct research on the target audience (TA), and then the company develops products or product lines that can address customer pain points. However, the situation is often different: a product is created, then the search for customers begins. As a result, trade suffers, potential buyers may not even know that there are solutions to their problems on the market.
Let's give an example of customer pain: experts have created a new application for the delivery of agricultural products from Moscow markets. The audience is experiencing demand for the possibility of receiving fresh fruits and vegetables with delivery during the day to their home and office.
The app developers have the knowledge to satisfy this request, but users do not realize that their order can arrive within 3 hours to any part of the city.
Marketers need to understand the true needs of customers so that the company can offer a product that is in demand and relevant. It is also important to explain to consumers how the product/service can solve their problems and then motivate them to make a purchase.
Customer pain is the basis of such a sales scheme for any product, but often the actions at the first and second stages are swapped, and at the third stage they only carry out sales without handling customer objections.
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Sharing client pain points
They can be classified into several groups. Taking into account Maslow's hierarchy of needs, client pains can manifest themselves in different areas of human life:
Physical and mental condition . These problems are directly related to the health of potential consumers and their psychological comfort when making a purchase. For example, they may have concerns about their confidence, fear of making the wrong choice, or other individual characteristics. All of this becomes an obstacle to making a deal.
Previous negative experiences, stereotypes and biases can lead to refusal to purchase, which causes unmet needs. Another important psychological problem is the fear of trust. To overcome this barrier, constant contact with the client is necessary, as well as posting honest reviews from other users, which will help gradually eliminate doubts and establish long-term trusting relationships.
The lack of certain resources can manifest itself in different forms, including lack of finance, information, skills. So, if a person has little knowledge to carry out scientific research, he can buy the necessary books. And when it is necessary to improve practical skills, the client can enroll in courses, attend a master class, participate in a workshop.
Sharing client pain points
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Some people may not have enough information about the available solutions to their problems. In such a situation, it is important for marketers to inform potential customers by providing them with various options to meet their needs depending on their specific requests.
Creative self-expression . When a person’s basic needs and experiences are satisfied, more complex desires arise. This may include visiting exhibitions, participating in excursions, or actively participating in various competitions, concerts, and other cultural events. Key factors include convenient registration for events, a clear schedule, and a high level of customer service.
Organizations that address such needs and demands are often non-profit, as well as educational and cultural institutions.
According to a broader classification developed to assess effectiveness, customer pain poin