How to sell more by doing this one thing

Something I see businesses and brands fail at time and time again is being able to identify their customers’ pain points. Not many do it and it pains me - excuse the pun.

Being able to spot and overcome pain points is one of the simplest and quickest ways you can sell more - whether that’s working with dream clients or selling more products. The ability to put yourself in their shoes and ask “What would stop me from buying or enquiring?” 

To empathise with them, identify who they really are and what they want from you will transform your marketing and your business.

Being able to spot and overcome pain points is one of the simplest and quickest ways you can sell more.

Generally, pain points fall into three categories:

  1. Hard

  2. Time consuming

  3. Expensive


Let me break this down into more detail...


Here’s the thing about us humans - we’re lazy. Like water, we naturally try and find a way to do things with a minimal amount of effort. It’s what’s fuelled companies like Amazon, Uber and ASOS.

Convenience has become expected, not preferred. As a result, if you make something too hard - or simply too confusing - for someone, it’ll go straight in the too hard basket.

We want things on a silver platter.

Examples in action:

  • Checkout process is clunky or confusing
  • Your products/services aren't differentiated enough
  • Enquiry form asks too many questions upfront
  • No option to speak to a human
  • What you’re offering is unclear/confusing


Time Consuming

Hard is one thing, but another major pain point for most people is time. Ask someone how they are and you’re like going to get an answer that goes something like, “I’m sooooo busy!”

Something could be easy, like if you want people to attend a webinar and all they need to do is dial in, but if it’s two hours long you’re asking too much.

The reality is that between work and relationships and family and wine and travel and Netflix, none of us feel like we have time to do anything. Of course, we could give up the wine or the Netflix, but what is modern life without those things?!

Examples in action:

  • Takes too long to understand what value you provide (eg. your message isn’t clear)
  • Too many steps to go through to enquire or buy from you
  • Your audience doesn’t actively seek what you’re doing (eg. you’re pitching to a PR agency)
  • You have no call-to-action



This is actually less common than people think - if you make things easy (not hard) and simple (not time-consuming), people are generally willing to pay for that convenience. If they’re not, there’s a good chance you’re targeting the wrong audience for your price point, not that you should change your price.

However, if you’ve ticked all the other boxes and still not generating the sales you’re after, price needs to be considered.

Examples in action:

  • It’s not clear why your price is what it is (eg. your product is locally handmade)
  • You charge significantly more than your competitors

In both these examples though, the problem could be fixed through clearer communication and messaging rather than changing your price.