Understand Your Customer and the Business Gets Easier

Mike joined Travis Chappell on Build Your Network to talk about a plain idea that most businesses skip. Understand your customer, and everything else gets easier.

Offers, pricing, sales, marketing. They all get simpler once you know the person on the other side of the table.

Buyer understanding drives everything

When Mike works with an expert, he starts with the buyer, not the service. What does this person want. What does it cost them to stay stuck. What have they already tried. Once you know that, your offer writes itself, because it points at the outcome they care about. Your price makes sense, because you can see what the problem is worth to them. Even your sales calls get shorter, because you are talking about their world, not your features.

People buy when they feel understood

Mike's line on sales is that people buy when they feel understood, not when they understand you. Most founders get this backwards. They lead with how smart their method is. The buyer does not care yet. They want to hear their own problem described back to them, clearly, maybe better than they could say it themselves. Do that, and trust shows up on its own. It also lets you vet the fit, so you only say yes to clients you can help. If you want a related take on choosing the right partner, this piece on how to vet a marketing agency before you hire is a good companion.