This post comes from our survey where you asked, “How do you develop products based on customer’s pain points?” But first, we need to understand what pain points are. I’ve often read that it’s not about what positive things your customers are going to get but what sort of pain they can avoid. If your business provides solutions to avoiding pain, you might have a winning story.
Getting good things is always fun. At the same time for most of us avoiding pain is more important than getting the good stuff if you don’t think about this as you design products and services, your business could be missing the boat.
Here’s some things to think about:
Humans use their fight or flight instincts a lot.
Millions of years ago if we didn’t learn to flee in the face of danger we would often become dinner for a larger animal. Today that is rarely true. At the same time, the urge to run from danger (or perceived danger) is still very strong.
In many situations our customers aren’t thinking rationally. They’re letting the reptilian part of their brain take over and run the show. If you don’t think about and have plans for how to relieve flight pressure you put your business at risk.
When you hurt, the only thing you think about is how to make the hurt stop.
I don’t know about you but when I have physical pain I’ll do almost anything to relieve that pain as quickly as possible. I think the same is true for when we’re facing psychic pain.
Lots of time when you’re in psychic pain you’ll obsess about it until you find some way to relieve that pain. I hope that you have a process in your business that first allows your customers to identify the pain and then have strategies and tactics that relieve the pain your customers feel.
Always remember to scratch the itch.
When a new client comes in my office they almost always reach out to me because something isn’t working as well as they want. If I don’t deal with this something upfront, there is no chance for us to start working on projects together that will add value.
I call this scratching the itch. It simply means that when you walk into my office you have an itch that is driving you crazy. If I don’t help you get rid of the itch, you’ll look for someone else who works in my space to get rid of it. If this happens, I never get the chance to help you take advantage of your opportunities.
How can you think about this in your business? Do you know how to help your customers scratch their itch? Do you have a process to find out what the itch is? If not, put one together soon.
Know the strategy of your customers.
What I mean by strategy of your customers is know their decision making process. Some people are motivated by moving towards a positive solution. In my experience, far more of your customers are looking for a way to avoid pain.
First, know which of these strategies your customer uses and then use that strategy to help your customer take action. If they are motivated by avoiding pain, help them think about their issues in this context. If they go towards pleasure or the good things, then help them see a future that includes what they want.
This type of work requires that you become a great listener. Know the strategy of your customers before you start spouting solutions. Or as Stephen Covey said, “Seek to understand before being understood.”
Ask your customers what pain you solve for them.
Looking for clues in what pain point you solve requires that you just ask your customers. It’s really not that hard.
I bet that if you ask twenty customers what pain you help solve, you’ll find that your solutions fall into three or four areas. Use this information as you market to potential customers. I bet you’ll find that more people who should do business with you will start to recognize why they should.
What do you think? Why don’t you click here and let me know what you think……or just leave a comment below.