"Pain points" have to be pretty damn painful to effect change...

Through undertaking customer and prospect interviews, I have noticed that something that is a frustration or a "pain point" needs to almost have someone on their knees to make a change!

When investigating product need or want, getting right down to the nitty-gritty on daily tasks and issues that keep your customers up at night, I've been re-reminded through this round of interviews a few very important takeaways:

1. People develop all sorts of crazy workarounds to daily tasks that take more time and effort but still aren't PAINFUL enough to encourage change to something ultimately more efficient.

2. People ARE prepared to live with an enormous amount of "PAIN" undertaking daily tasks because they are living in a habitual space where doing something different takes energy and time in itself. They can also "autopilot" these not-so-efficient tasks.

3. Control - even though a large portion of people (and Leaders) can delegate tasks - some managers can't give up the control. Even if it would allow them the space and time to spend on far more productive and "at their level" type of jobs.

4. "We've always done it this way" - again even though they know it's bonkers - they haven't experienced the alternative. Until they've been shown success, most people aren't prepared to jump to explore it.

5. What level of PAIN do your customers need to be in to TRY and then BUY and then USE your solution? That's a 3 step process at the very least!

6. What is the COST equation of This Pain?

When the PAIN is strong enough - it's a race to get out of the BLOCKS and to the FINISH LINE. How can you fill it quickly with your solution when they are experiencing this NOW?

Customer Success teams and Client Relationship Managers can expand their range of check-in questions beyond the scope of the job you do for them - or the service or products you offer to understand:

1. Where are your customers finding their time is getting divided and drained
2. How you can support other tasks outside your core offering?

Reflective thoughts for a Friday! More structured customer interviews in the B2B space next week. 😄

Photo credit: Call Centre Helper.