Understanding customer pain points

Understanding customer pain points

Understanding customer pain points

If you read my last blog on what is your customer journey, you will have learned that your customer journey is about the steps your ideal clients take before deciding to work with you.

A big part of the customer journey is recognising what’s stopping your ideal clients from moving forward – their pain points. If you don’t know what’s getting in their way, you’re probably not giving them what they actually need.

So, let’s look at:

  • what customer pain points are
  • why pain points matter
  • examples of common customer pain points
  • how to identify customer pain points
  • addressing customer pain points
  • common mistakes to avoid
  • making pain points work for your business

 

What are customer pain points?

When it comes to making decisions, your ideal clients aren't just looking for a product or service. They’re looking for something that aligns with their values. 

 

Whether it's reliability, quality, or convenience, their values drive how they choose who to work with. And when those values aren’t met, that’s where pain points come in.

 

Understanding your ideal clients’ pain points can help you connect with your ideal clients better and make their decision to choose you an easy one.

 

Why pain points matter

Pain points aren’t just annoyances; they’re the things that get in the way of your ideal clients living up to their values. 

 

For example, if your ideal clients value reliability, then slow response times or missed deadlines will frustrate them. If they prioritise quality, anything that feels rushed or cheap will turn them away. 

 

Understanding pain points means you can show your ideal clients how your business aligns with what matters to them.

 

If you know what’s bothering your ideal clients, you can talk about it in your marketing, show them you get it, and offer solutions that actually make sense.

 

Addressing pain points helps you:

  • Build trust: When they see you ‘get’ their struggles, they’re more likely to trust you.
  • Make things easier: Solving their issues keeps them happy and coming back.
  • Get better results: Happy clients stick around and tell others about you.

Examples of common customer pain points

Understanding the specific challenges your ideal clients face helps you see what’s holding them back from making a decision. 

 

Here are some common pain points and how they may connect to what your ideal clients value:

 

1. Your ideal clients value Reliability

If reliability is a core value for your ideal clients, they expect clear communication, consistent follow-through, and no surprises. Pain points linked to this include:

  • Slow or no response to enquiries
  • Missed deadlines or lack of follow-up
  • Unclear pricing or hidden costs

What they want: They need to know they can count on you. Simple, transparent communication and delivering on promises go a long way.

 

2. Your ideal clients value quality and expertise

Your ideal clients want to feel they’re getting the best. If they value quality, pain points pop up when they feel like corners are being cut or the experience doesn’t meet their expectations. This could look like:

  • Poor attention to detail
  • Inconsistent results
  • Lack of expertise or knowledge

What they want: They want reassurance that they’re making the right choice. Demonstrating your experience and attention to detail can help ease their concerns.

 

3. Your ideal clients value convenience and ease

For those who value convenience, anything that feels too hard or time-consuming will push them away. Pain points related to this include:

  • Complicated processes or too many steps
  • Difficulty finding information
  • Unclear instructions or next steps

What they want: A straightforward, hassle-free experience that makes their lives easier.

 

How to identify customer pain points

How to identify customer pain points

 

Finding out what’s frustrating your ideal clients doesn’t have to be complicated. Here are a few ways to do it:

 

1. Ask them

Seriously, just ask. Chat with your clients, run a quick survey, or pay attention to what they mention when they call or email you.

 

2. Read reviews

Check out what people are saying—about your business or even your competitors. You’ll spot common complaints and recurring themes pretty quickly.

 

3. Keep an eye on social media

People love to vent online. Pay attention to comments, questions, and discussions related to your industry.

 

4. Look at your FAQs

If the same questions keep coming up, chances are they’re pain points. 

 

5. Check your inbox

Your emails and support queries will often tell you exactly where people are struggling.

 

Addressing customer pain points 

Once you know what’s causing frustration for your ideal clients (aka their pain points), you can tweak your marketing and service to make things better.

 

1. Speak their language

Your messaging should focus on their values, not just what you offer. Instead of listing features, explain how you make things easier, more reliable, or better quality.

Talk directly about their problems and how you can help.

 

2. Offer solutions upfront

Whether it’s on your website or social media, make sure you’re giving them useful info that solves their problems. 

People want (and need) clear answers without having to dig around. You know what’s important to them, what drives their decision making, so highlight the key details they’re looking for. 

The easier it is for them to find and understand, the faster they can make a decision.

 

3. Show proof

Your ideal clients want reassurance that they’re making the right choice. Sharing testimonials, reviews, and case studies helps them see how others have benefited from your services. 

Real experiences build trust and confidence. So share testimonials and case studies that highlight how you’ve helped others in similar situations.

 

4. Stay consistent

People don’t always make decisions straight away. Regularly sharing helpful content, updates, and reminders keeps you on their radar. Consistency builds confidence. When your ideal clients see you consistently delivering on your promises, they’ll trust that they can rely on you.

Keep in touch with helpful tips and updates that remind potential clients you’re the right choice when they’re ready to make a move.

 

Common mistakes to avoid

what are customer pain points

 

While understanding and addressing pain points can be a game-changer, there are a few common mistakes to watch out for:

 

1. Assuming instead of asking

You might think you know what your ideal clients want, but assumptions can lead you down the wrong path. Don’t guess; ask and listen instead.

 

2. Ignoring emotional pain points

It’s not just about practical challenges; people’s feelings matter too. Remember, we choose emotionally and then justify our decisions with logic. 

Consider how frustration, stress, or uncertainty might be affecting their decisions. Remember, people want to feel understood, valued, and confident in choosing you.

 

3. Making it too complicated

People can feel overwhelmed when faced with too many choices or too much information. Consider if your ideal clients would prefer simple, clear steps that help them see progress without feeling stuck. 

Addressing their biggest concerns first and gradually introducing solutions makes the decision-making process easier.

 

4. Focusing on features, not solutions

Don’t just tell them what you do; show them how you solve their specific problems.

Instead of saying, ‘We provide X service,' show them the result: ‘We help businesses save time by streamlining their processes.' Make it clear how your service removes their pain points and fits into their decision-making process.

 

Making pain points work for your business

Understanding customer pain points is an ongoing process. Your ideal clients' wants and needs can shift, so it’s important to keep listening, learning, and adapting. 

When you focus on what matters to them and show them how you align with their values, and can solve their pain points, they’ll feel confident in their decision to choose you

If you're feeling stuck or not sure where to start, you're not alone. Understanding your ideal clients, what the values and drivers behind their decision making are, and addressing pain points takes time, but it’s worth it. And if you need a hand, that’s what I’m here for.

 

If you need help making your marketing happen, lets have a coffee and a chat.

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