Marketing is all about understanding the pain your prospects are in and the way your solution solves their pain. The bigger the pain and the more that you solve it, the higher the value you can charge for your solution. See concrete examples of ways that I have used to show prospects the pain they are in and how your solutions relate to what they are experiencing.
If you want help understanding your market’s pain points, call me at +1 (604) 721-5732 or Contact Me.
Summary for Understanding Market Pain Points
- Look for markets and prospects that have a really painful problem.
- Be really good at solving the prospect’s pain.
- Segment your market into prospects that experience the pain in a similar way.
- For each segment, show them in their own way how you understand and solve their pain.
- Make your products and services be ten times better than your competitors.
I know marketing pain points. For help, call me at +1 (604) 721-5732 or Contact Me.
Audio
Transcript
How much pain are your prospects in?
Hi Everyone. I’m Coach David J. Greer.
Today I want to talk to you about marketing. To me marketing is about pain. An entrepreneur recently reached out to me and we spent some time talking. He was struggling with sales. He wasn’t getting the kind of sales that he wanted. As we talked I realized that he didn’t really have a sales problem. He had a marketing problem. It was about the people he was going after. The pain that they were in. And how he positioned and solved their pain.
What I know is the more pain your prospects are in and the better your pain pill, then the faster will go the sale and the more they’ll be willing to pay you.
My friend Mike Hagerman puts it in a rather graphic way. He likes to work with companies where the prospects in their markets have had a cut in their neck and are bleeding from arteries. Every heartbeat is spurting blood out. The company has a solution which is the absolute best bandage that can be put on to this bleeding artery, healing the patient letting them lead a full and complete life afterwards. That’s the kind of pain we are looking for.
The next part of understanding pain is really understanding the different segments in your market. Many people may have a similar pain, but you may have to show them their pain exactly as they experience it. To do that you may have to take your market and segment it into different chunks. Then customize your message for each of those.
Here is a concrete example. When we were building Robelle, the software company I spent twenty years building, we had a software solution for the HP 3000 computer marketplace. It was a generic solution to a very big pain point which was extracting data fast enough overnight from these big data stores. Even though everyone had commonality around the computing platform, the way they used it was often very different.
For example, there was a third-party solution targeted for manufacturing. We didn’t change the product. What we changed was the documentation and some of our sales literature, so that we could speak the language of manufacturing to show them immediately how our solution would solve their pain.
Similarly, there was a third-party solution for health care. Again, we wrote custom pieces that explained exactly how in that health care sector our solution would solve their pain.
You need to position your product and service so it can be easy for people to figure out the pain that you are solving. It’s even better if you can give them a way to try it out. In my Robelle days, we let people have a free trial for 30 days. Then they could use it in their environment and could prove whether it did do what we said or not.
There is a final thought I want to leave with you about pain points and pain pills. That is, at least in the business-to-business space, people will not switch unless your solution is ten times better. That is the kind of pain and pain solution you are looking for. How can you be ten times than your competitors at solving the pain for your prospects and clients.
If you want to explore more the kind of pain that your markets are in, how your solutions might address that pain, and how you can position yourself to be the leader in your marketplace, I would love to help you. Call me, send me a text, or send me an email. Let’s set up a call and explore how you can find the pain points in your prospects and how your solutions will give them a pain pill they will love to pay you for.
