Every customer has pain – unsolved problems that you must target and solve to persuade him or her to buy your product or service. But targeting the right one key to successful marketing and sales campaigns.
The latest Mind Mapping Insider report takes a deeper look at three types of customer pain, how each one influences the way prospective customers think, and a list of questions you can use when talking with them to identify their key pain points.
Convincing prospects to make a change
When you’re trying to persuade someone to do something, you’re always battling against the status quo. People don’t like to make a change, because it implies uncertainty and risk. It’s much more comfortable – and appears to be safer – to keep things just the way they are now.
As a marketer or salesperson, your job is to convince them that the risk of doing nothing is greater than that of making the change. They must strongly sense that the change is going to be worth their investment of time and effort. If you don’t focus on the highest level of customer pain, chances are you will never help the prospect to reach that decision point. They may think you offer a nice product or service, but won’t understand why they must invest in it now. What is this highest level of customer pain? You’ll need to read the report to find out!
How can you use the knowledge in this report?
I found my research into this topic to be very valuable. In particular, I found the list of questions to be worth its weight in gold, definitely something I’ll be using in my full-time job! That’s because these questions aren’t just useful when talking to prospective customers. Here are some other valuable ways you can utilize them:
- They’re excellent food for thought when brainstorming new marketing materials.
- They can be incorporated into customer surveys.
- You can weave them into questions you pose in online forums and discussion groups where prospective customers tend to gather.
- You can incorporate them into blog posts, to get customers and prospects thinking about why they ought to think about investing in the solutions your company offers.
This report also includes links to some excellent articles and books where you can learn more about this important subject.
Don’t guess at your prospect’s pain points
Don’t guess at your prospective customers’ pain points (I know I’ve been guilt of that in my work as the marketing manager for a small company).
Get out of your office and talk to customers. That’s the only way to truly understand the challenges they’re dealing with. If you can demonstrate how your company’s product or service can reduce or eliminate them, you’ll increase sales. It’s that simple.
From a marketing and sales standpoint, it’s the difference between darkening the skies with anti-aircraft fire, hoping you’ll hit something, and a heat-seeking missile, which tracks down its target with unerring accuracy.
This link to this report is only visible to members of the Mind Mapping Insider membership program. It contains a wealth of resources that can help you to be more productive, creative and effective as a visual mapper.
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