pain points

What do customers really want?

I’m going to go out on a limb here and suggest that your customers don’t really care about the latest whiz-bang feature of your new whatchamathingy. I’m also willing to bet they don’t really care that much about how big you are, how small you are, how nice your office is, what your vision or mission might be or how awesome your last ad campaign was. Over the course of doing many surveys and focus groups with executives and physicians, one thing has been absolutely consistent. Customers want you to solve their problems. This could mean reducing costs or hassles (which usually incur added costs) or increasing revenue. But promising these broad concepts isn’t good enough. You need to understand your prospect’s and customer’s problems on a case-by-case basis. And you need to be up front about whether you can truly solve these problems. For some of you, this might[…]

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