Solving Problems is a Part of Your UVP
Your Unique Value Proposition (UVP) circles around a number of critical points that we covered in a previous article. Because it is more cost effective to keep customers than find new ones, we want to take a closer look at identifying the problems that you solve for your customers.
If you invest the time to approach a problem from a customer’s point of view, you will find strong solutions. If you don’t do this, you will lose their trust, or not even appear relevant to them.
When you take the time to solve your customer’s problems, not only will you have a strong UVP, you will create raving fans. Not only will they continue as your customer, but they will also refer you and recommend your product or service to others.
Some of your solutions may need to be focused on the challenges the customers are facing. Other solutions will focus on the customer’s cycle of using your product or service. ie. What challenges could they face after they are using your product or service that should be resolved?
Identifying Customer Problems
Sometimes a customer might have a dilemma or a proverbial thorn in their side but they don’t necessarily want to address it. It may feel overwhelming, or there may be a ripple effect that triggers other issues.
Some of the best problem-solvers are businesses that can identify the problems their customers are willing to solve and offer workable solutions for them. In order to do this, you need to know the needs of your customers and what it takes to address those needs in a timely and cost-effective manner.
Every problem can be solved, even those that look overwhelming at first. In fact, some problems may appear impossible, but they can be overcome if you approach them in a unique way.
Remember, if your solution promises to put an end to a problem that your customer is facing, they’ll be willing to pay for it.
Here are a few ways you can discover and understand your customers’ problems:
Use Online Tools
Beyond simply searching on the internet, there are other ways to get more information. Answer the Public is one of several great online research tools. Put in any search term or phrase and you will get a list of questions and related topics.
Even more useful for your goal to understand or better enunciate your customer’s problems, Answer the Public structures many responses in the form of questions, unlike traditional search engines where you would simply get back the search terms that are related and different ways to say the same thing. If you already know the questions they will ask, look for those questions in Answer the Public and follow the path they create.
Talk To Your Customers
You’ve probably heard the expression “put yourself in the customer’s shoes.” Have you ever thought about that expression in the context of your UVP and the problems you solve?
To find out what your customers think about your product, just ask them! Don’t be afraid to dig deeper than the surface problem your product or service solves. If you can climb into their shoes and understand what motivates them, they will help you uncover the gold.
When you truly listen, you help people feel like they know that you’re here to help them and that you genuinely care about them and their needs. This alone builds trust, and they’ll be waiting for the solution you provide!
Go Through Your Product Reviews Section
If your business has been set up in such a way that you get reviews, take some time to look at each of them. People can get really candid about the experience they had using your product or service and the value that they got from it.
You can use this feedback to improve their experience or maintain the right track. If there are negative reviews or complaints, be honest with yourself.
- Have you failed in any way?
- Did something drop through the crack?
- Did the negative reviews point you to the problems that exist for your customers that aren’t being addressed and are in need of a solution?
Steps To Effective Problem Solving
If you want to effectively solve your customers’ problems, you have to approach them systematically. Place the problem in the context of your customer and then evaluate all possible solutions. Here are a couple of questions to guide you:
- Do I really understand the problem from my customers’ point of view?
- Have I tried to solve it before?
- If No; Has anyone else tried to solve it?
- If Yes; What can I do differently to improve the results?
These questions help you analyze a problem and decide the best way to solve it.
Identify The Problem
To find out the real identity of your customer’s problem, start by digging into the questions above. Make sure you ask the right questions to understand the problem from the customer’s point of view.
Dig deep while you’re working to identify the problem(s), because you’ll have a better chance of finding the core needs. In the end, everyone simply wants to survive and thrive, and somehow the solution you provide to their problem should answer those core needs.
Analyze The Problem
The second stage is to analyze the problem and try to find a solution. Imagine yourself as your customer, then ask the following questions from their perspective:
- How often does the problem occur?
- How badly does it affect you?
- Are you aware of any triggers to the problem?
- How long has it been a challenge for you?
- What part of your life feels the challenge the most?
With answers to these questions, you can start focusing on the solution.
Discover the Deeper Solutions
Because you’ll rarely find a clear “one problem” or “single solution”, you’ll need to come up with several different ways to solve the problem. Don’t forget that while your product or service provides a good solution, you can always dig deeper to find additional or nuanced solutions that will fix all aspects of the problem. In addition to solving the surface level problem, go deeper and meet the inner needs of your customer.
I love what Simon Sinek shares in his “Start with WHY” book. People truly don’t really care what you do. That “what” is the same thing your competition is doing. It’s when you focus in on your WHY and your customers’ WHY that you will truly stand out from the crowd.
Raving fans come from customers who have had their inner/emotional needs met in a simple and efficient way.
About Christy Kiltz
Christy Kiltz is the owner of Design! by Kiltz Internet Solutions and has been taking care of business owners online since 2001. Her high-touch digital agency is located in Southern Oregon and provides comprehensive online marketing services and technology solutions that free up business owners to focus on what they love to do instead.
According to Christy, “Service-based business clients come to us spinning their wheels trying to make money online. We form a partnership to turn their websites into lead-generating machines. Our White Glove Growth program is designed to help you get more leads and grow your business.”
In addition to building websites and offering technical support, Christy’s primary focus is education and empowerment. By toning down the “geek” and offering practical tools easily understood by non-technical folks, Christy opens the black box of technology with classes, webinars, and web tips developed to demystify digital marketing. With ease and a bit of humor, she reminds us that while technology continues to move forward at warp speed, many foundational marketing principles remain.
Christy Kiltz joins us as a regular contributor to share her digital marketing expertise with our business community. Enjoy her articles and commentaries!
Find out more about how Christy can help your business improve your online world. Want to book a “20” with Christy for a focused Q/A? It’s free with no hard sales pitch.
