This article is translated from the original article HERE.
“This is the pain point!”
It was in a marketing course that I was first introduced to this concept. The instructor introduced ‘pain point marketing’ as such, “Your marketing must play with the customer’s pain points, let negative emotions overwhelm his mind. Comparing the expectations of products or services with the actual products or services, Let them feel the pain of not engaging with your product or service. This way, you can capture the heart of your consumer.”
I shook my head and walked out of the classroom.
The concept of ‘pain marketing’ has been around for centuries, and I don’t deny that it can still stimulate volume. However, if the merchants are too focused on the ‘pain point’ of the consumer, who will pay attention to their ‘complaint point.’
I am a businessman yet at the same time I am also a consumer. I love creating wealth, but I feel that having a lifelong mission is more important than just making money.
It’s good to be an owner of a big business, or merely to sell fried “Kuey Teow” by the roadside. You have to have a lifelong mission. A lifelong mission drives you to treat every customer seriously and with a big enough mission, you will give your best to the society.
Consumers may initially buy your product because of your ‘pain point marketing.’ Later, he may leave you for the same reason.
A) He may have found another new pain point from you;
B) Your competitors can better solve their pain points.
So how do you keep your customer?
I think the key is to solve their ‘complaint points’ instead.
With the use of social media apps these days, people’s trust in your company and branding is often based on “reviews” by a group of strangers they have ever met before. For example, before you visit a restaurant, you will check the rating as well as the comment of customers in the restaurant before making a trip there. Or, if you are planning a trip, you will look through the comment of previous customers. If you find bad reviews, you will probably not want to visit the hotel.
Therefore, it is more important to address the customer’s ‘complaint point’ rather than to solve the ‘pain point’.
So, how can the ‘complaint point’ be resolved? There the law of attraction.
The Law of Attraction says that there is a positive, and a negative side to everything in life – and whichever side you focus on will grow.
Therefore, we must pay attention to the positive side. So, what are the advantage of actively thinking about the solution rather than the complaints?
- Find ways to increase business efficiency.
- Turning complaints into opportunities to increase consumer loyalty.
- As long as customers enter the store, there will be more business opportunities, so complaints are also a form of blessings .
When dealing with ‘complaint points’, there are 7 main points that we must pay attention to:
1 Smiles welcome people and receive them in time.
2. Listen carefully and interact actively.
3. Relieve emotions, kindness and kindness.
4. Ask the customer to understand the need.
5. Achieve consensus and solve problems.
6. Transfer the venue if necessary.
7. Warm return visits, follow up sales.
If the customer is willing to complain, it will give you a chance to improve on behalf of him. To make progress in the company, it is necessary to constantly face up to your weaknesses, and then let customers see your intentions and efforts.