Customer Needs: Fix, Satisfy, Provide – The 3 Basics of Defining Customer Needs

What is a Customer Need?

  1. The problem your product or service solves for a person
  2. The reason a customer buys your product or service

Be specific. Highlight the problem your product or service solves.

Why is it Important to Define Customer Needs?

Focusing on the problem your customer is trying to solve helps you create relevant content.

The more clearly you describe the customer’s problem, the easier it will be to:

  • Attract customers who have the problem
  • Show the customer how your product or service provides the best solution available

Building trust starts with showing the customer you understand her pain – empathy gains you an opportunity to explain precisely how your product or services can help solve her problem.

You’ve got to start with the customer experience and work backward to the technology. You cannot start with the technology and try to figure out where you are going to sell it.
Steve Jobs

Turning Pain Points into Sales

Understanding and describing your customer’s pain points keeps you focused on your target audience and their needs.  If they don’t need you, your product or service, then you don’t have a business you can grow.

Be clear.

Only explain how your product or service solves the problem.

Outline specific benefits.


As you grow your business, don’t be afraid to ask questions — learn more about customer needs and pain points by asking specific questions in face-to-face interviews, online surveys and website feedback forms. Encourage them to share their stories so you can continue improving your products and services.

Bonus Material: See Customer Discovery Questions Survey here

Customer Needs Analysis

It’s time to ask yourself a few fundamental questions about how your product or service solves your customer’s problem.

By adequately defining customer needs, you will find it easier to create relevant content for your website, social media posts, and marketing materials and improve client satisfaction and client acquisition.

Defining Customer Needs: Fix, Satisfy, Provide

  1. What are your 3 top selling products or services?
  2. What does each product or service do for your customer? (pick one per product or service)
    • Fix a problem? What problem?
    • Satisfy a need? What need?
    • Provide a benefit? What benefit?
  3. How does each product or service fix the problem, satisfy the need or provide the benefit?

Next Steps

Learn how to optimize your thinking about customer pain points and create a One Page Business Plan for your website with our easy to use Udemy course

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