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Symbols including bomb, exclamation point, and lightning drawn with chalk on slate representing customer pain points

Types of Customer Pain Points

4 Types of Customer Pain Points (and How to Overcome Them)

According to online recruitment website Zippia, 91% of customers say they won’t willingly do business again with a company that left them unhappy. As a Kaeser & Blair promotional products direct sales business owner, you strive to satisfy your clients and help them achieve their marketing objectives. That’s why understanding your customers’ pain points and addressing them proactively is so important. Many customers won’t vocalize their dissatisfaction, but will simply take their business elsewhere if their needs aren’t met.

Before that happens, let’s identify and discuss each type of customer pain point. Using this insight, you can help your clients select the best promotional products for their business and stay ahead of potential complaints.

Type 1: Functional Pain Points

Functional pain points are customers’ issues with a product’s features or performance. At Kaeser & Blair, we only partner with distributors that provide durable, reliable products that perform as advertised. Still, you should ensure you’re familiar with the products you’re offering and the extent of their quality levels.

Test the products yourself and ensure that the product description and images match the actual product. You can also provide samples of products to your clients to allow them to test and evaluate the product before making a purchase.

Type 2: Financial Pain Points

Financial pain points relate to customers’ issues with a product’s cost. For example, a customer may be interested in purchasing a large quantity of a promotional item but find the cost per unit too high. To help, you can offer a range of products at different price points, including budget-friendly options that are still of high quality.

Offering free samples and trials can also help customers feel that they are getting value from their purchase. Distributors may also give bulk discounts or volume pricing to incentivize customers to make larger purchases.

Type 3: Process Pain Points

Process pain points refer to issues customers have with the process of ordering, receiving, or using a product. For example, a customer may have difficulty navigating your website, finding the product they need, or placing an order. To address these pain points, you can offer a user-friendly website with clear navigation, search functionality, and product descriptions.

You can also offer a customer service team that is readily available to help customers with any issues they may have, such as placing an order, tracking a shipment, or resolving a problem with a product.

Type 4: Emotional Pain Points

Issues that customers have with the emotional or psychological impact of a product are known as emotional pain points. Customers’ relationship with a product, service, or brand can affect the decisions they make while making purchases. For example, a customer may feel that a branded item is not aligned with their brand or values. They may also feel it is not engaging or creative enough to capture their audience’s attention. That’s why it helps if you can offer a range of products that are customizable and reflect what the client’s brand is about.

You can also share creative and innovative products that are designed to stand out and engage their target audience. Additionally, you can provide guidance and recommendations on how to effectively use promotional products to achieve their marketing objectives.


Understanding the different types of customer pain points is critical for success in the promotional products industry. By identifying and addressing these pain points, you can help your clients select the best products to solve their problems, and ultimately achieve their marketing objectives. By offering a range of products at different price points, providing a user-friendly website and customer service team, and offering creative and innovative products, you can differentiate yourself from competitors and build a loyal customer base.

With these tips, you can effectively address the four types of customer pain points and succeed in your promotional products direct sales business through Kaeser & Blair. Want more? Subscribe to our newsletter and get insights like this delivered directly to your inbox.

— Liza