The Science of Attracting the Right Customers


Customers may come and go, but customers who get what they want and leave happy without your help are the ones you want to get. There is a science to how you go about attracting the right customers in the first place. Brian Carter has been doing great work in this area, finding that one of the most important elements in a customer-centric business is understanding a customer’s pain point. You provide a service or product that gets them closer to their goal. Here are some explanations given by on the science of attracting the right customers.

In a blog post from last year, Brian explains that focusing on the customer’s pain point is a good starting point for any business. If you can tell what the customer’s pain point is and create a product or service to solve that problem, you will be able to pinpoint exactly where they need your product/service and make it easier for them to make the purchasing decision.

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Customer’s pain point 

The first step is finding out what your customer’s pain point really is. You can’t assume that you know, because there might be information that you don’t have access to or didn’t even know was possible. The second step is clarifying what your value proposition will be. You’ll be able to clearly communicate the benefits your product/service will bring to your customer. The third step is determining what your customer needs. Your goal is not to lead them down the right path, but rather take them down the complete dead-end street so that they can burst through and take their money somewhere else.

Using this framework, you should be able to determine what your customers want in order to solve their pain points. It doesn’t matter how valuable you are if you don’t know what your customers want or why they buy from you when other businesses do the same thing for cheaper prices.

How to get data from customers

In this article, Brian writes about how to get data from customers. You should ask yourself what questions you need to answer in order to get the data you need, but if you aren’t asking your customers directly then there’s a problem. “If you don’t ask your customers the right questions, then it becomes a lot harder to actually get at that information.” You should be able to provide something of value that encourages your customers to take the time and respond during a time when they have busy lives.

In his other article from last year, Brian explains how one of his clients was being defeated because he didn’t have the right information from his customers. In order to make a sale, Brian’s client was offering a higher price for their product that matched customer wants and needs. In reality, the price that customers were willing to pay was at a lower price point. Brian had to find out why they were so interested in paying a higher price point.

Different kind of service

He discovered that the customers wanted a different kind of service from this particular company. They wanted something long-term and more expensive, but they didn’t have the information necessary to convey what it was they needed from their supplier. The challenge became finding out how he could help his client with this information without revealing too much. Brian went as far as working as a customer to figure out what they wanted and needed. He also used surveys and other methods to get the information he needed.

Brian eventually created a set of questions which clearly defined this particular customer’s pain point, what he wanted and how much he was willing to pay. He was able to match this data with his product and create an offer that the customer was willing to pay for at a higher price point than his client had offered before.

Right information

In the end, Brian’s work paid off. The client ended up selling more products because he matched his product with the right information from his customers (their pain points, wants and needs). He was able to increase his revenue because he matched his product/service with their requests, not with what he assumed they wanted or needed based on what he had done in the past.

If your customers don’t want to buy from you, there is a good chance that it’s because you are not offering them exactly what they need. They don’t want to tell you directly because it can be easier for them just to take their business elsewhere and save themselves the time and hassle of dealing with someone who is trying to figure out what they need by guessing. You should learn how to show customers that you truly understand their needs and that you can provide a solution for them – no guessing involved.

Develop a process 

It may take some time, but you should be able to develop a process where you can get direct data from your customers. It’s important that you understand their pain points because they are the key to making them want what they need without having to ask directly. There are things that your customers want that they don’t know what they are looking for, so the better at guessing the better. You don’t have to guess, though! You can use actual customer data to make sure they value what you provide and make the right purchase decision for them – not for themselves!

This is not exactly a matter of having a lot of money or taking the time necessary to gather direct customer data.


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