We, humans, know a variety of emotions that affect us more or less. Fear of evolution is a feeling that creates the most caution and urges action. Once we have experienced something that has caused us “pain” in a certain way, we no longer want to feel that way. This pain also occurs in marketing and is known as the so-called “pain point”. This can help you better understand your customers and provide services tailored to their needs.

 

What is a pain point? 

The pain point is a specific problem of the client. In general, the point of pain describes a specific point where the person becomes active in overcoming the deficit situation, i.e. a perceived pain. The customer does not necessarily want to buy a product but rather wants to solve his problem. Thus, pain points are an important basis for customer travel for purchasing decisions 

By looking for pain points you can trigger them specifically and thus try to present the problem to the customer so much that he will resort to the solution for fear of getting worse or sometimes stagnant - such as buying your service.

 

Examples of pain points and solutions: 

Pain Point: The customer does not have time to cook healthy meals, but would like to eat more healthily.

Solution: Healthy ready meals that can be prepared in a few minutes.

Pain Point: The customer is annoyed by the eternally long payment process that awaits him in an online shop.

Solution: Install simple payment systems such as PayPal in your online shop.

 

How do pain points work?

You need JavaScript enabled to view it. On the one hand, the purchase is made when you want to enjoy something (for pleasure) and on the other hand, shopping is done to avoid fear and pain. The purpose of the second purchase occurs more frequently in daily life. So a negative sensation could probably lead us to make a purchase decision. For the seller, this means that if he is able to trigger the customer into a complex point-treat point, his sales potential increases. 

Requirements are the main problem here. Research has shown that people tend to be negative about formulas - that is, they tend to buy. If a product brings you $ 20 a day, then you shouldn't say, "This product gets you $ 20 a day". It would be better to say something like: "If you do NOT have this product, you will lose $20 a day". Man grabs what he has and the loss only inspires an inner, strong fear that makes it possible for us to act faster than we expect happiness.

 

Pain points in marketing

When you know the importance of pain points, they can be used very well as marketing and sales tools. In this way, products and services can be better positioned and thus ideally tailored to the needs of the customer. It is important to note that the product is not centralized. Solving customer problems is much more important. It is just as important to choose between B2B and differentiate between B2C customers. For B2C customers, personal needs are often paramount. So the point here is that the customer wants to optimize his own life. In your account with B2B customers need to consider their own needs because the company wants to present them in the best way possible. So it has to make a good difference here. 

Once you are aware of the customer's problems, you can address them and try to solve them through various processes.

 

The difference between B2B and B2C

If you compare B2C customers with B2B customers, you will see some differences in the problems that both are struggling with. Direct, personal needs are always at the forefront for B2C customers. In most cases, it is to improve one's life or personal situation. This is different with B2B customers. He must think about the needs of the organization. The way of thinking differs between the two target groups and as an entrepreneur you have to adapt to the needs of your target group.

 

Find out pain points

Finding pain points is more or less pure research work. It is important to know about the market and the average potential buyer. 

The first step in thinking is to identify the issues you want to solve with your product. It will be possible to call the problem by its name and praise the product as a solution. In reality, but, this will only lead to limited success. This is even better if you find everyday situations - for the average customer - presented. 

Naming these situations and noticing them brings much more, as the customer can now personally identify himself with the situation and reflect the same feeling differently when experiencing the problem. This further intensifies the fear and the pain associated with it and moves to the brink of reaching the point of pain. 

However, not all pain points are the same. Here a distinction has been made between the three separate sections. The problem is either practical, physical, or sensitive. It would be practical if, for example, it unnecessarily prolongs a work process. It would be physical if, for example, freedom of movement was restricted by health problems. If you have an internal problem, feel embarrassed, or something like that, it will be sensitive. 

It is important to find as much material as possible to be able to address the pain points in different ways. The more you mention, the more likely it is that someone will continue the purchasing process.

 

Methods of gathering information

Of course, based on your empathy, you can think about where such points might be. But if you get this information first hand, it is always more precise.

 

DISCUSSION

It may sound like old school but it always works very well. Just ask your existing customers or people who fit their profile about their profile and requirements. This is a great way to find out what you bought and what the serious problem is.

 

INTERNET

The Internet is a place where all kinds of information can be exchanged. In forums and groups, for example, you will find lots of suggestions from which you can reduce the problem and often include details related to daily life. 

You can use social media right now. Contributing to topic-specific groups as well as communicating with people through chat is quick and easy. There is no cost to ask and with a little effort, the sample size can get bigger because you are not limited to specific places. Also, dissatisfied customers often feel the need to communicate publicly and express their problems. So here you can find lots of problems from customers which you can do better with your product. Also, you can use influencer power to achieve customer trust and satisfaction. If you don’t know about influencer communication you can go for Influencer Marketing.

 

KEYWORD PLANNER

This useful tool from Google provides you with helpful information for the relevance of search terms. These are indicators of how important a particular sub-region is to your potential customers.

 

SURVEY

In fact, of course, but it is often reduced. Whether on the street or through blogs or advertisements on the Internet - it is wise to ask customers openly. The information is cheap and can give you so much added value. There are many tools, some of which are free, to help you easily create surveys online and send them to your customers. Dissatisfied customers are often in the mood to express dissatisfaction. Use it to get feedback from your customers and make it effective.

 

Finally

Pain points are effective when the customer takes action and wants to solve a problem. At the moment he is looking for a solution or information. At this point, you can help him make the purchase decision faster with the help of content. In terms of content marketing, your goal must be to provide content that is optimized for the pain point for the customer to purchase on time.