Lead generation has and will continue to be a challenge for many marketers. It’s not simply that finding qualified leads is difficult, it’s that turning those leads into customers is also a challenge.
If you can identify the biggest barriers or obstacles facing your target audience, you then have the chance to reach out to them with products and services that can solve their problems.
Pain points are the marketing words for issues and challenges that your audience finds distressing or that prevents them from achieving all they could in a perfect world where that pain point is eliminated.
Let’s talk about three stages of points that can help you generate leads that can turn into conversions.
1. Pain Point Is Minor But Irritating
Customer pain points often begin with a vague sense that something is wrong, and that it could be done better, but there isn’t the time or the inclination to make changes.
At this stage your prospect knows that there is an issue in the business process, but he or she continues to work through it without making an effort to fix a minor, but irritating problem.
This stage doesn’t give you much room to put on a full-court press about your solution, but you can express the fact that you’re listening and available if the problem doesn’t get better.
This can be through a friendly email that isn’t sales-y, but talks in general about similar discomforts that other clients of yours experienced, and how your company was able to provide a solution.
You can also send links to blog posts, videos and guides that touch on the prospect’s pain point, which builds up your company’s authority and credibility.
2. Pain Point Is Creating Unhappiness and Desire For Change
At this stage, the customer’s pain point has progressed on the intensity scale, and now what was simply an irritation has progressed into a full-scale problem.
Whether that the problem is stifling the work process and affecting productivity, or is creating disharmony at the workplace, the winds of change are blowing, and that means opportunity for you if you play your cards the right way.
At this stage, your prospect is primed for more than just sympathy and understanding, he or she is looking to make a change, but still needs convincing that your product or service is the one to use.
Now that your prospect is warmed up to your products or services, how do you reel them in?
The answer is to make an offer that the prospect can’t refuse, and that usually means an offer of value that doesn’t cost your prospect anything.
Because the key at this pain point stage is to persuade your prospect to opt in to something that will provide a potential solution to the problem.
The opt-in offer is most effective when it has value, and value in a marketing context is defined as anything that solves a problem, answers a question or satisfies a want or need in your prospect.
If your prospect’s pain point is related to outdated software for example, your opt-in offer could be a free test run of your software for 72 hours so that the prospect can see how much better your product works.
You could also send your prospect a link to a webinar or instructional video that explains how your software works.
Once your prospect decides to buy that software, you have now maximized your lead generation efforts, but there’s still more to accomplish.
3. Identifying Other Pain Points
Once you’ve eliminated your customer’s pain point, you will usually find that there are other pain points you can exploit, which your customer will happily reveal to you now that there is a real relationship.
Your goal at this stage is to make sure that you don’t waste all the time, money and effort you put into generating this lead and converting the lead into a paying customer.
Remember, it is far less expensive to retain a customer than it is to find a new one, so you should focus on two things: upselling and cross-selling.
Upselling is a fancy word that means turning your customers on to premium products or elite services you offer that can solve their problems.
Unlike prospects, customers are more willing to look at upselling as a positive thing, because it appeals to their desire to have the best quality products and services available.
Cross-selling is all about selling accessories that pair well with your core product or service.
Amazon popularized the concept of cross-selling with its “Customers Who Bought This Item Also Bought” message that appears on your screen after you’ve made a purchase.
If you perfect the art of upselling and cross-selling, you can reap years of financial rewards off a customer who was once just a prospect.
Lead Generation Is All About Identifying Wants and Needs
Identifying pain points help you generate leads, because once you know what a prospect is missing, you are then positioned to provide a solution that solves the problem, and puts your foot in the door to turn that prospect into a customer.
There are many ways to generate leads, but if you hone in on the emotional needs of your prospects, you can implement your marketing through the three-stages of customer pain points, and boost your bottom line.
Tabitha Jean Naylor is the proud owner of TabithaNaylor.com, a marketing firm that delivers ‘big agency’ quality at rates that are affordable for startups and small businesses. Her intimate knowledge of how sales and marketing go hand-in-hand has resulted in a variety of successful campaigns for start-ups through NASDAQ traded companies.
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