How To Help The Company Understand Their Pain Points and Potential Solutions
For a company's product or service to catch on, it should address customer pain points; issues that potential customers are encountering.
A company’s big, obvious pain points are often pretty straightforward for sales professionals to speak to. However, in many occasions, company pain points are not very apparent. To present your products and services as solutions, you often have to try to uncover problems that a prospect finds pressing, unpleasant or annoying. An in-depth knowledge of these issues enables you to develop solutions that relieve the pain. Consequently, you can better predict the products and services your customers need before they realize it.
Pain points are as diverse as potential customers themselves. However, not all prospects will be fully cognizant of pain points they’re dealing with, which can make selling to these organizations challenging. In this situation, you have to effectively help prospects realize the issues they have and convince them what you are selling will address it.
Pain points for a company can generally be divided into four categories: financial, productivity-related, process-related and support-related. Financial pain points involve inadequate funds or spending too much on services and products. Productivity-related pain points involve the inefficient use of time. Process-related pain points are related to inefficient processes, and support-related pain points involve inadequate support at critical stages of the sales process or product/service lifetime.
Seeing customer pain points in these classes helps in visualizing ways to position your business or product as a solution. For instance, if you identify a popular financial pain point, you could show how the characteristics of your product offer substantial return on an initial investment.
While this technique of categorization offers a good foundation for positioning products and services, the overall process should be more complicated than, say, identifying price a financial pain point and pitching your product or service as less expensive than the competition. Many pain points are multi-layered and intricate. They often combine issues from multiple categories. Therefore, you have to attempt to view prospects' pain points holistically and offer your solution as a way to solve a range of issues.
Identifying Pain Points
One of the better approaches to learning prospects' biggest challenges is by truly hearing them. Talking with customers and getting feedback allows you to learn about your products and services from the individuals who are using them. This interaction can also lead to a collaborative approach to both refining and marketing your company's offerings.
Another tactic is to talk to your sales team, who can be an invaluable source of information prospects’ pain points. When going this route, it’s essential to separate sales reps’ pain points from prospects’ pain points. Sales reps’ may have difficulties related to making sales that are not relevant to your prospects. Don't focus on solutions to solely make the lives of your sales reps easier.
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