Quick Summary
Understanding your customers’ problems is at the core of every successful business. If you’re solving the wrong problems — or not presenting them in a way that makes customers want to take action — you risk losing sales and credibility. In this tip, we break down how to:
- Identify the Right Problem to Solve
- Discover What Your Customers Actually Struggle With
- Follow a Proven Process to Find the Best Solution
- Apply These Strategies to Build a Stronger Business
Are You Solving the Right Problem?
Every business exists to solve problems — but not all problems are created equal. Some are urgent and painful, while others feel like a minor inconvenience. Your success depends on whether you’re solving an issue your customers genuinely want fixed.
How to Know If You’re Solving the Right Problem
Before investing time and resources into a solution, ask yourself:
Is this problem something customers are actively trying to solve?
If they aren’t searching for a fix, they likely won’t pay for one.
Does fixing this problem feel urgent to them?
Some issues are frustrating but don’t feel pressing. Your best bet is to solve something they want fixed now.
Have customers already attempted to fix it?
If they’ve tried multiple solutions without success, they’re highly motivated to find a better option.
If you can’t confidently say yes to all three, your solution may need repositioning — or you may need to focus on a different problem entirely.
How to Uncover Your Customers’ Biggest Problems
1. Research Online Conversations
Customers ask questions and vent their frustrations every day online. You just have to listen.
Where to Look:
- Google’s “People Also Ask” section – The majority of Google Search results will include a “People Also Ask” section — you’ll need to scroll down the results to see it. This reveals common follow-up questions related to any search term.
- Answer the Public – Instead of just listing search terms, this tool organizes results as questions customers are actually asking.
- Social media and forums – Reddit, Facebook groups, LinkedIn, and Quora are goldmines of unfiltered customer thoughts.
What to Look For:
- Recurring frustrations or problems.
- Questions that indicate confusion or gaps in knowledge.
- Complaints about existing products/services.
If a problem keeps coming up across different platforms, it’s a strong sign that customers are searching for a better solution.
2. Talk to Your Customers (But Ask the Right Questions)
Conversations with real customers reveal insights that keyword tools can’t. However, most businesses ask generic questions that don’t uncover real pain points.
Instead of asking, “What problems are you facing?” try:
- “What’s the most frustrating part of [task or industry-related process]?”
- “If you could fix one thing about [problem], what would it be?”
- “What have you already tried to solve this, and why didn’t it work?”
These questions dig deeper and encourage detailed responses.
Ways to Gather Direct Feedback:
- Customer surveys – Short, focused surveys with open-ended questions can provide valuable insights.
- Follow-up emails – After a purchase, ask what almost prevented them from buying.
- Live chat & support tickets – Track common issues customers reach out about.
The key is to listen beyond what they say directly — look for the emotions and frustrations behind their words.
3. Analyze Product and Competitor Reviews
Customers leave brutally honest feedback in reviews. If they love something, they’ll rave about it. If they hate it, they’ll tell you why.
What to Look For:
- Recurring complaints – If multiple people mention the same issue, it’s a real problem.
- Unmet expectations – What did customers expect that wasn’t delivered?
- Competitor weaknesses – Read negative competitor reviews to find opportunities to differentiate.
???? Example: If people consistently say, “This product is great, but it’s too complicated to set up,” there’s an opportunity to offer a simpler alternative.
A Smarter, More Effective Approach to Problem-Solving
Once you’ve identified the right problem, you need a structured process to solve it.
Step 1: Identify the Root Problem
Often, what customers complain about is just a symptom of a deeper issue.
Ask yourself:
- What’s the core frustration behind this problem?
- What’s triggering it?
- How does it impact their life or business?
For example, if customers say, “I need a better way to track my leads,” the real problem might be losing potential sales due to poor follow-ups.
Step 2: Break the Problem Down
Once you define the core issue, analyze its full scope:
- How frequent is it? (Daily? Occasionally?)
- How severe is it? (Mild inconvenience or business-critical?)
- What’s already been tried?
This helps ensure your solution fully addresses the pain point.
Step 3: Define What a Good Solution Looks Like
Before creating a fix, establish what success looks like. Ask:
- What would the ideal solution achieve?
- What’s realistic in terms of cost, time, and effort?
- How will we measure success?
Clear goals ensure your solution aligns with customer expectations.
Step 4: Develop and Compare Solutions
Many businesses assume there’s only one answer. Instead, brainstorm multiple approaches and weigh them based on:
- Ease of use – Is it simple for customers to adopt?
- Effectiveness – Does it fully address the problem?
- Sustainability – Will it work long-term?
Step 5: Test, Refine, and Improve
Even a great solution needs tweaking. Successful businesses:
- Gather real-world feedback after launching.
- Identify friction points customers face.
- Continuously refine their approach.
This builds trust and long-term loyalty.
Bringing It All Together
Your business succeeds when you solve real, urgent problems for customers.
Key Takeaways:
- Identify problems your customers want to solve, not just what you think is important.
- Use research tools, direct conversations, and reviews to uncover real frustrations.
- Follow a structured approach to ensure your solution is the best possible fit.
Want to stand out even more? Your unique value proposition (UVP) plays a key role in how customers perceive your solution. If you haven’t defined yours yet, check out our tip on what makes you unique (Your UVP).
Before launching your next product or service, ask yourself:
Are we solving a problem our customers truly care about?
If the answer is yes, you’re already ahead of the competition.
Your Online Partner… for Success
Now more than ever you need a website that is more than a pretty business card. You need one that has its sleeves rolled up and working for you. We’re here to make sure your website is working just as hard as you are. Take advantage of a free 30-minute session with Christy to explore ways to take your site to the next level.