The customer journey can be an exciting story arc, where the right people come to your business to find the thing that solves a problem they've been wrestling with.
But what if you're just guessing about what your customers really want? What if you're "just good enough," so your competitive advantage could slip away in an instant? What if you could find out what really interests your customers?
It all comes down to solving customer pain points.
This article will explore some opportunities to address pain points with tips and examples for SaaS B2B businesses.
Pain points are recurring problems customers experience that cause difficulty or frustration. They can result from various factors, including poor product design, complicated processes, or inadequate customer service. Identifying and addressing customer pain points can improve customer satisfaction and retention rates, smoothing the customer journey.
In SaaS B2B sales, knowing your customer and what they’re trying to achieve is essential. It's easy to make assumptions about customer needs and goals without taking the time to gather data and understand them. As a result, you might address the wrong pain points or create solutions that don’t solve the problem your customers face.
There are four main types of customer pain points:
Financial pain points are among the most common but difficult to solve. It’s often the reason customers churn. And this can significantly affect your profitability.
Some examples of financial pain points include:
Customers want to minimize their costs. You should offer a pricing structure that's simple and easy to understand without sacrificing the quality of your service.
To overcome this hurdle, you need to understand what your customer is willing to spend on your product or service. You also need to demonstrate the value you offer. Case studies, testimonials, and free trials are excellent ways to do this.
Check out this video from Binary Stream Software to learn more about SaaS pricing models:
Nobody wants to feel like they’re wasting their time. Efficiency is key in the business world, and any pain point that gets in the way of productivity is a serious concern for customers.
With this pain point, you need to address the root cause of the problem. Is your product or service too complicated to use? Are there too many steps involved in the process? Is there a lack of training or support available?
Make sure you structure your system to be easy to use and understand. And provide adequate resources (tutorials, guides, demos, etc.) to help customers get the most out of your product or service.
Process goes hand-in-hand with productivity. If your customer feels like they’re stuck in a never-ending cycle of tasks, they'll be frustrated. This is especially true if the process is complicated or time-consuming. For example, if they have to fill out multiple forms just to get started or if there’s a lot of back-and-forth interaction.
To overcome this pain point, you need to streamline your processes to make them as frictionless as possible. This can be done by automating certain tasks, eliminating unnecessary steps, or providing clear and concise instructions.
Some other productivity pain points include:
Poor processes can cause a knock-on effect for other pain points, cascading into churn.
Support is one of the most common pain points, especially for new users. They may not be familiar with your product or service and need some help getting started. Or they may run into a problem that they can’t figure out how to solve. In either case, they’re going to need some form of support. Have you allocated enough resources to this area?
A lack of data can also be a support pain point. This can happen when customers can’t find the data they need or the data they do find is incorrect.
The level of support you need to provide depends on the complexity of your product or service. But, in general, you should always offer some form of support, whether it’s through a FAQ section, live chat, email, or phone.
Additionally, an effective onboarding process goes a long way in reducing support issues. By providing new users with a clear and concise guide on using your product or service, you can reduce the number of support requests you receive.
Watch Theresa Truong's video to learn more about the client onboarding process:
Here are some other common pain points you may see.
This may seem like a minor issue, but it can be a major pain point for customers. If they can’t easily find your contact information, they're less likely to do business with you. Make sure your contact information is easy to find and up-to-date.
This is a common pain point for sales teams. If customers are unable to get through to their prospects, then they're not going to be able to sell them anything. There are a few ways to overcome this obstacle, such as using a tool like SalesLoft.
You may encounter this pain point if you're selling to larger organizations. They may have a process in place that your solution doesn't fit into. In this case, you need to be flexible and adjust your solution to meet their needs.
While these are some of the most common pain points, how do you know which ones affect your customers? Here are some strategies:
Try qualitative customer research, such as interviews, surveys, or focus groups. The goal is to understand the problems your customers face and how your product or service can help.
This type of research can be beneficial to understanding the customer’s point of view. It can also help you develop new ideas on how to improve your product or service.
Talk to your customers. This can be done through customer service, sales conversations, or casual conversations.
Don't go straight to pitching your product or service. Instead, take the time to understand customer needs.
This approach can help you build a relationship with your customers, leading to more future business.
Once you've identified customer pain points, it's important to share this information with your sales team to understand the challenges your customers face and how your product or service can help them overcome them.
Your sales team is on the front line of customer interaction, so it's essential to equip them with the knowledge they need to be successful during the sales process.
Another way to identify customer pain points is to read what they're saying online. Read all negative reviews, follow relevant research forums, and get active on social media pages.
What good is knowing about customer pain points if you can't use them to your advantage? Here are some ways to leverage your knowledge:
If you know the pain points your customers are facing, you can address them directly on your landing pages. You'll demonstrate that you understand their challenges and have a solution to help them overcome them.
Your sales team should be using customer pain points during the sales process to show how your product or service addresses them.
If you know the pain points your customers are facing, you can use that information to improve your SEO campaigns. You can use those keywords and phrases in your titles and descriptions to appear in relevant searches.
Additionally, you can create blog posts and other content that addresses those pain points directly.
Check out Neil Patel's video about SEO campaigns:
The sales demo phase is the perfect opportunity to address customer pain points. It's your chance to show the customer how your product or service can solve their specific challenges anywhere in the sales funnel.
By addressing pain points during an interactive sales demo, your customers can directly experience how your product or service handles their pain points.
Customer pain points are a goldmine of information that can be used to improve your product or service. By identifying the pain points your customers are facing, you can improve your sales process, SEO campaigns, and customer experience.
It's a win-win for you and your customers. The customer journey improves while you gain valuable data on how better to serve them what they want. There are many interactions you can gather customer stories from to aid your understanding of what frustrates them, reduce friction, and improve your retention.