What does the customer care about? How to use this information correctly

In the blog of Selpway Trading we continue with the topic of studying and working with the target group. Today we are going to talk about how to find out what your customers are worried about and why an entrepreneur working in the commodity business needs this information in the first place.
In fact, it is necessary in order to properly organise the work of promoting your company and attracting customers.

In particular, such data will help
  • Create a properly functioning website that sells;
  • Launch an effective advertising campaign;
  • create a marketing strategy for your business.

Communicating with customers
For business development, it is therefore important to know and understand the problems that the customer wants to solve with the help of this or that product. To do this, it is necessary to find an answer to the question: why and how the customer buys this service or product. Remember that you are not selling a product, but a solution to your potential customer's problems. For example, a person does not buy a power drill, but the ability to perform actions that will help them hang bookshelves in the living room or install a boiler in the bathroom.

Advertising materials often use common phrases: "We have a professional service, fast delivery, quality goods, excellent service". This information leaves the customer neither cold nor hot. They want you to solve the problem.
Try to make a list of your clients' complaints using only your own judgement. It is not certain that you will accurately identify the problems that people come to you with. To get the real information, talk to your customers.

Call ten of them and ask them questions:
  • What problems led you to buy this product?
  • What is the value of this product or service to you?
  • Why did you buy from me in particular? What benefits made you do business with our company?

Don't be lazy, do a survey like this. You will get a huge amount of information that you can use to develop your business. It is important to record the customer's answers as accurately as possible. In them you will find words and phrases that you will later use in advertising campaigns: videos, offers, texts, banners, etc.
Competitor and review analysis
Another part of researching customer pain points is analysing competitors and reviews on social media and review sites. Study the opinions about your work and the work of your competitors. On the internet, people actively and openly talk about what they didn't like about the service, what problems they couldn't solve in the shop or service, what difficulties they had when buying a product or service. These triggers should also be used in advertising campaigns.
Remember: "He who owns the information, owns the world". This quote, by financial tycoon Nathan Rothschild, is over 200 years old, but it still holds true today. Collect a variety of data about your work and how you work with your customers. Based on the results of analysing this information, you will be able to develop better. Knowing the customer's pain points and knowing how to take advantage of them will significantly increase the number of leads and applications in companies, and the amount of money spent on attracting traffic and advertising will be reduced many times over.
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