I have seen many blogs about how to uncover the customer’s pain points. Some say use a survey or email, others say look at how your competitors are answering these issues in their content. These are valid but in my opinion, the best way is to ask questions. Like a lawyer questioning a witness, it may be necessary to ask the same question in different ways. Depending on the type of business and who in that business you are talking to then the questions will need to vary. So here are some questions you may want to consider. Before you do you may want to check out this blog on Types of Pain Points.
What’s the largest roadblock to achieving growth?
This cuts straight to the heart of the matter. Every company needs growth to survive, so the biggest obstacle to growth is a generally serious pain.
By helping prospects talk through their current business situation you not only increase your understanding of the company but create rapport by showing you are not just interested in selling your product. Follow-up questions may include asking about plans to solve this problem and deadlines to solve this.
What is your biggest hairball?
This is a different way to ask the first question. In the right circumstances, it can be seen as funny. It may get your prospect thinking and share their core needs.
This also makes it more personal as it is about how the pain affects them, you may find a personal win for them which can mean extra support.
Why are you loosing deals?
This is a great question to find out about marketing pains, process pains, or productivity pains, and even HR pains. By demonstrating how your product can fix these you can win over even the most hardened financial decision-makers.
What does your boss obsess about?
You won’t always be talking to the big kahuna — sometimes, you’ll be speaking to someone two or three levels below them. By finding out their pain points, then you can show them how you can solve their individual challenges. It’s in your best interest to get them involved in the conversation as early as possible. After all, they will be part of the decision-making process and can be useful allies.
Why are Customers leaving?
We all know it costs 5 times more to gain a new customer than to keep one. Losing customers is costly and painful. There are many reasons for this, it can be caused by any number of issues that you may have a solution for. These questions can give you an insight into the challenges the prospect may be facing. Uncovering weak links that may be prohibiting growth, any one of which can start a conversation.
Use your prospect’s language when talking about pain.
This can go a long way in building trust with your prospect. Demonstrate empathy with your prospect by showing then you take them seriously by using their language and terminology.
Talk to the Decision Makers
Find out who can make the decision on the budget and pay for the solution. Ask your prospect whose budget a purchase would come out of and what teams would need to be involved in a buying decision. In our target market of SME’s, this is not as difficult as it is in large corporates. There’s little point in spending hours with a person who can’t authorise the deal.
What Can You Do?
- Ask the right questions there will be a future blog on this. Email us with subscribe in the subject box
- Check your website and social media
- Talk to Web8 to see how we can help you with this. Just email us with Call Please in the subject