Understanding how to talk to your client  

Let’s dig into our fifth and final client avatar blog series. So far we’ve gone over everything from your target avatar’s name all the way through the magazines they read and podcasts they love. Today, we will cover your client’s challenges, pain points, objections, and role in the purchase.

business owner and tattooer completing a piece in small shop in the Adirondacks

Your clients responsibilities: Challenges

First, let’s think about the challenges that your client has in their life. Generally, you can think of the challenges in their life as their responsibilities. If your product/service helps them at home- write down responsibilities related to their home. If your product/service helps with their business- write their business responsibilities.

In this blog, I’ll share information about my ideal client, Jamie. Last year, Jamie decided that they can no longer work for someone else. For nearly two decades Jamie worked hard while someone else became rich. Jamie decided that it’s time to take the risk and put their passion first, so they started their own business.
Jamie’s challenges are:

  • Managing a small dedicated staff
  • Raising enough revenue to keep the lights on
  • Cover the expenses of their growing family
  • Find ways to increase revenue and grow the business

Struggling with their responsibilities: Pain Points

Pain points are where your client struggles with their responsibilities. You know what it’s like to have a list of duties- but you’re not quite sure how to make it all happen. The pain point section is the place to write down all of the areas your client could struggle to meet their goal. Let’s see what pain points Jamie has when they want to build a new website.

Jamie is proud of being a smart and motivated person. Even though they are excited about their business, they do not feel tech-savvy enough to build a website with confidence. Jamie gets so frustrated while looking at sites like WordPress, Wix, Weebly, and Squarespace that they close their computer without getting started. It irritates them that they can’t seem to get this project off the back burner.

To put a cherry on Jamie’s cake of irritation- their ‘jack of all trades’ mentality sometimes saves money- but it eats a lot of time. At the end of a very long day, Jamie is so exhausted that they can’t even help their child with their homework.

their ‘jack of all trades’ mentality sometimes saves money- but it eats a lot of time

Thinking about the obstacles to hiring you: Objections

Objections are the barriers that prevent your client from deciding to purchase your product/ service. When you sit down to write a marketing plan you need to think of purchase objections and how to overcome them. Often, your client’s concerns are driven by emotion, not logic -but you’ll never hear them say that. Let’s go back and visit Jamie.

Jamie’s objections in hiring me to build them a website is their fierce independence. As an entrepreneur- they pride themselves in being able to take charge and learn new things. Even though Jamie is frustrated- they worry about spending money on something they could eventually do themselves. Simply put, Jamie will struggle in hiring me because of their do-it-yourself ethos and concerns about frivolous spending.

man in suit looking at social media icons confused and frustrated by options
Trying to make sense of all the moving parts can leave you frustrated.

Who makes the decisions: Role in purchase

There are times that you deal directly with the person who can decide to buy your product/service. Jamie is an example of dealing directly with the decision maker because they own the business. Other times you are required work with a person who needs to seek approval from a supervisor. There are also those of us out there that need to explain our product/service to partners- i.e., a wedding planner. You should consider how the process of seeking approval can impact your client’s ability to choose you over your competition.

My advice for working with couples or partners is to create handouts or infographics. Not only do they show that you’ve thought long and hard about what you are offering, but you also give them reference information. Often we rely solely on a verbal conversation- but the person your speaking with can’t show your conversation to a supervisor or partner. Handouts are especially helpful as one decision maker is a visual learner while the other is an auditory learner.

Summary

There you have it- you now understand your ideal client’s challenges, pain points, objections, and role in the purchase. Understanding your target client inside and out is fundamental in any marketing strategy. You need to always keep in mind how you can help your client succeed. If you know where they struggle- you’ll know how to help them- and helping each other live better lives is what it’s all about.

Note: I highly recommend that you read Story Brand by Donald Miller. Story Brand will help you take your client avatar worksheet and turn it into words that will resonate with the people you want to reach.

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