Kenny Soto Logo 2020
Do You Understand The Customer’s Problem?

Don’t listen to what they say, follow the money instead

If you want a customer to become price insensitive towards your product or service, you have to build trust. The fastest and most direct way to create this necessary trust is to understand your customer’s problem. Yet, one of the challenges in actually obtaining this understanding is to be able to determine what these problems are even when the customer isn’t fully aware of them. A customer’s perception of a problem and the reality of what that problem actually is are two different things.

 

A customer may believe that one of their current problems is being able to get groceries during the COVID-19 crisis, as an example. However, if we were to look at where they actually spend their money, we can paint a different picture. If a hypothetical group of surveyed customers says that their main expense and main concern is on groceries but, they spend more money on takeout—we have to prioritize their spending habits. How people spend their money and why they save their money is a better indicator of the problems and concerns that are truly important to them.

 

If you are able to determine what your customer’s spending habits are, showcase how these spending habits reflect their real problems, and then market stories related to that problem without overtly promoting the specific solution that you provide—you create a winning formula to generate trust. Combine your customer’s spending habits with what they are sharing online and you can start optimizing your branding and marketing strategies.

 


Image Credit: Unsplash

Related Blog Posts

My Thoughts on Successfully Selling Coffee Online in 2021

My Thoughts on Successfully Selling Coffee Online in 2021

Starbucks may be an outlier when it comes to selling coffee 2020 was a crazy year for many industries, especially the coffee industry. Companies like Starbucks have had to shift to prioritizing mobile and digital optimization last year, with 1/4 of all sales coming...

I’m (Re)Launching A Youtube Channel, Here’s Why

I’m (Re)Launching A Youtube Channel, Here’s Why

The benefits of doing anything compound over time I'm starting a Youtube channel because if I don't adapt now, it will be too late. I started this blog back in 2015 to catalog my journey as a digital marketer. After starting my podcast, I realized that adapting my...