Pain points are specific problems that the prospects of your business are experiencing. Like any problem, customer pain points are as diverse and varies as your customers. Not all prospects, however, are aware that they have a problem at work. This makes marketing doubly challenging as sales personnel still have to help prospects realize that they have a problem while convincing them that their products and services can help address their pain points.
Though pain points can be understood as simple problems, they are often group into various broader categories. The most common types of pain points are:
- Financial Pain Points, where your prospects are spending too much money on their current providers and suppliers and want to reduce their spending
- Productivity Pain Points, where your prospects are wasting too much time with their current providers and suppliers, and want to use their time more efficiently
- Process Pain Points, where your prospects want to improve internal processes
- Support Pain Points, where your prospects are not getting the support they need in nurturing leads and securing customers
Identifying customer pain points in these categories allows you to start thinking about how to position your company’s product or services as a solution to your prospects’ problems. For example, if your prospects’ pain points are mainly financial, you could emphasize how your product or service solves their company’s issues at an affordable rate. You can also highlight how your past clients have reported an increase in their ROI after contracting your services.
Now that you know which pain points to watch out for in prospects, here are four (4) questions to help you improve in qualifying business pain points:
1) What keeps your company from growing?
Cut right to the chase by asking your prospect the biggest hindrance to their growth as a business. Every company wants to grow, so the biggest obstacle to its growth is always considered a serious pain.
Business executives rarely hear this during calls, so asking this question helps in building your credibility. Talking to prospects about their current business situation will also help you better understand the company while showcasing your expertise in the business in a subtle way.
Follow this question with further inquiry on how they plan to address their problems, when their deadlines are to solve the problem, and who is in charge of fixing their pain point. You will spot more opportunities to help your prospects in no time.
2) What does your boss obsess about?
This question is intended for the employees two or three levels below supervisors and managers. Looping them into the conversation about their company’s pain points is also essential because a big boss’ business pain is usually passed down to their subordinates. Whatever upper management needs, the employees always feel.
Talking to employees in the lower rung of the company ladder will also help you determine the company culture and its main priorities.
3) What eats up most of your time at work?
This question is another way you can identify business pain points as determined by your point of contact. This question reveals the tangible value of your product could offer your prospects on a personal level.
Ask your prospect about how solving a specific business pain would impact their performance and their team. Will it save them five hours of work a day? Will it cut down the time they spend in meetings? If you can find a challenge that hampers your prospect’s productivity, you can frame your products and services as a concrete solution to their problem at work.
4) What do you usually complain about at work?
Responses to this question are always telling of what your prospect is currently dealing with. What starts as mere griping can lead you to more significant company-wide projects, such as reduced budgets and low productivity. When an experienced salesperson asks follow-up questions, it can uncover broader issues that your company can concretely address.
These tips on homing in on your prospects’ pain points can help your in-house sales team better market your company’s products and services as solutions to their problems. For a more qualified prospect nurturing, however, you can always outsource your prospecting needs to third-party service providers. Companies like ContactDB, whose experience and expertise have always remained with converting your prospects into customers.