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What Pains drive your buyers' behavior?

Updated: Jan 22, 2023




Pains drive buying behaviors because they represent the problems or needs that a person is trying to solve or address by making a purchase.


When someone has a pain, they are motivated to find a solution that will alleviate that pain. This motivation can drive them to research and consider different options, compare prices and features, and ultimately make a purchase.


"If you don't understand your customers's pain points, it will be hard for you to make a sale"


Marketers and salespeople often try to identify and address pains in order to persuade potential customers to make a purchase.


For example, if you are selling a product that helps people with back pain, you might emphasize the pain-relieving benefits of the product in your marketing efforts in order to appeal to people who are experiencing back pain and are looking for a solution.


It is important to note that not all pains are the same, and the intensity of a pain can vary from person to person. Some pains may be more pressing or urgent, while others may be less intense but still significant.


There are many different types of pains that can drive buying behavior. Some common examples include:


Physical pains: These are physical discomfort or injuries that people experience, such as back pain, headache, or toothache.


Products that offer relief from physical pains are often in high demand because people are motivated to find a solution to their discomfort or injury.


Psychological pains: These are emotional or mental problems that people experience, such as anxiety, stress, or low self-esteem.


Products that offer relief from psychological pains are often in high demand because people are motivated to improve their mental health and well-being.


Strategic pains: These are problems or difficulties that people experience in their daily lives, such as a cluttered home, a lack of time, or a lack of money.


Products that offer solutions to practical pains are often in high demand because people are motivated to make their lives easier and more efficient.


Social pains: These are problems or difficulties that people experience in their relationships or social interactions, such as a lack of friends, a lack of romantic prospects, or social anxiety.


Products that offer solutions to social pains are often in high demand because people are motivated to improve their social lives and connections.


Understanding the pains that your potential customers are experiencing can help you tailor your marketing and sales efforts to better address their needs and motivate them to make a purchase


NOW, HERE ARE THE 3 TOP PAINS


Pain always fall into three main categories: Financial, Strategic, and Personal.


Financial Pain pertains to economic factors such as the loss of revenue, low profitability, or bad ROI.


Financial pain is typically highly visible and easy to measure.



Strategic Pain includes issues that affect key business risks that can compromise the development, manufacturing, marketing, or delivery of products and services.


Typical types os strategic pain are poor product quality, production inefficiencies, high customer complaints, and poor brand recognition



Personal Pain is made up of the negative feelings and emotions those who are involved in the buying decisions.


Examples include elevated levels of stress, job insecurity, or working longer hours.



Source: Christoph Morin and Patrick Renvoise


CONDUCTING A PAIN DIALOG


Pain dialogs is a way for businesses to identify and address the problems or pain points that their potential customers may be experiencing.


Ask this questions and be prepared to practice deep listening.


  1. What are your top challenges, hurdles, or risks you were facing before you found our solution?

  2. How much money would you lose by not using our products?

  3. How our product helped you?

  4. How our solution make you feel about yourself, your job, or your family?

Adapt these question to your own reality, but as you can imagine, only a few discussion points can reveal areas of pain and frustration that are at the core of why people will chose your solution.


REMEMBER! UNDERSTAND THEIR PAIN, ASSERT YOUR CLAIMS, PROCLAIM THEIR GAINS




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