Understanding the Power of Customer Concerns in Sales and Marketing

I was recently scrolling through LinkedIn when I came across a post from Shari Levitin, a highly respected sales trainer. As a small business marketing consultant, this post instantly sparked a lot of thoughts and takeaways that I think are incredibly valuable for both business owners and marketers.

The post shared an insightful story about a real estate product they were selling, and it was a perfect example of why understanding your customer’s deeper motivations can be the key to successful sales and marketing. Let me break it down for you, and share some takeaways that can be applied to your business, no matter the industry.

The Importance of Asking the Right Questions

In the story, Shari shared how a customer asked about maintenance fees, and one salesperson, let’s call him Kell, responded with technical information about the expected fee increases, while another salesperson, Mark, took a different approach.

Mark asked the customer, “Why do you ask?” This simple question allowed Mark to learn that the customer wasn’t just concerned about the fee increase; they wanted to ensure the property would be maintained well over the long term. This gave Mark the opportunity to address the real concern, not just the surface-level question about costs.

As a small business marketer, this resonates deeply. How many times do we, as marketers or business owners, dive into features or technical details about our products or services without really understanding the underlying motivations of our customers?

Instead, by asking one simple question like “Why do you ask?” or “What’s important to you about this?” we can uncover real insights into what drives the decision-making process.

Takeaway: Asking the right questions helps uncover the customer’s true needs, which then enables you to craft messages that speak directly to their concerns. Whether you’re selling HVAC services or accounting advice, understanding the “why” behind a customer’s inquiry is powerful.

Selling Benefits, Not Features

Kell’s response to the customer was to give them the details about maintenance fee increases. While this information might have been helpful, it didn’t address the deeper concern — maintaining property value. Mark, on the other hand, shifted the conversation towards the long-term upkeep of the property, which aligned better with the customer’s actual concerns.

In the context of a small business, this idea is crucial.

Let’s take the example of a plumbing business. Many plumbers might focus on selling specific services like “pipe repair” or “water heater installation.” While these are useful, the true value lies in solving problems for customers — for instance, ensuring that the home is safe from water damage or ensuring that a broken water heater doesn’t disrupt daily life. So, instead of only focusing on the technical services, marketers and business owners should communicate the outcomes and long-term benefits that their customers are actually seeking.

Takeaway: Shift your focus from selling features to selling outcomes. Your customers are buying solutions, not just services.

Empathy and Active Listening

Mark didn’t just answer the question — he actively listened, understood the deeper concern, and then crafted a response that addressed it directly. This is empathy in action. By asking about the customer’s concerns, Mark not only showed that he cared but also positioned himself as an expert who could solve the customer’s real problem.

As a small business owner, this is an essential lesson. Whether you’re in a competitive market like landscaping, home cleaning, or accounting, listening to your customers is just as important as your services. Show empathy by listening carefully, and let their concerns guide your next steps.

Takeaway: Empathy and active listening are essential components in customer engagement. Listening to your customers builds trust, which ultimately drives better sales and stronger relationships.

Examples from Other Industries

• Home Cleaning Services: Imagine a home cleaning business where potential clients are worried about safety or trustworthiness. Instead of just listing cleaning services, ask the client, "What concerns do you have about choosing a cleaning service?" This simple question might reveal that the client is concerned about the cleaners' trustworthiness or how their home is treated, allowing you to address those concerns specifically by mentioning your rigorous background checks, insured staff, and personalized approach.
• Landscaping: A landscaping company might be asked about maintenance costs. While they could talk about the specifics of pricing, a better approach would be to ask, "What’s most important to you in a landscaping service?" You might uncover that the customer wants to ensure their lawn stays vibrant year-round or that they need eco-friendly solutions, which would allow you to provide solutions that matter most to them.
• Personal Training: A fitness trainer might get asked, "How quickly will I see results?" Instead of just giving the generic “it varies” answer, a better response might be, “I’m curious, what’s your main motivation for getting fit?” This helps understand the client’s goals — whether it’s building strength, losing weight, or improving overall health — and lets you personalize the training plan for better results.

Final Thoughts

What Shari demonstrated through this simple sales interaction is exactly how businesses can improve not only their sales approach but also their overall marketing strategy. Understanding what truly matters to your customers, listening to their concerns, and addressing those concerns with empathy and solutions is the foundation of effective marketing.

As a small business marketer, the key takeaway here is simple: Don’t just answer the questions your customers ask. Ask them what’s behind the question. When you understand your customers’ true motivations, you can tailor your message to resonate with their needs, and that’s when you see results.

Whether you’re running a home service business or a professional service company, the principle holds true: focus on what your customer cares about, and everything else will fall into place.