The Value of Understanding Your Customer


You know that feeling when some just “Gets You”. 

It’s nice, isn’t it? 

The feeling of mutual understanding between peers, friends, and family members has been a driving force in the modern business world and the foundation of human advancement for millenia. Would you agree? I’m positive you do.

As businesses grow and evolve things like this seem to matter more and more. Having prospects or customers that seem to shy away from purchasing your product or service can feel frustrating. Your dream isn’t being understood in the way that you feel about it. Your heart and soul has gone into creating something that you have full belief in. I think you can relate to when a customer doesn’t see the value in what you are providing to the marketplace.

As frustrating as it may be, the old expression the customer is always right comes to mind. Although that expression may not always seem accurate. Regardless, The customer needs to feel right to make the purchase. Which is where you, the business owner, can get paid for your hard work. How do you make a customer feel like they want what you have to offer.

Simple, design your offer around them.

This might be easier said than done. So let’s go over a few first steps to having a well designed product offer.

  1. Describe your offer in the customer’s words – To any of you that have kids. You know that explaining quantum physics to a 5 year old won’t get you anywhere. So use their logic to your advantage. Describe your offer in their words in a way that they already understand things
  2. Don’t use industry jargon – For those of you that love to work on cars or invest in real estate, your vocabulary is unique compared to others. Not everyone will understand your niche specific vocabulary. And this is something I really struggled with when I started Pilchuck Media. Not everyone thinks in terms of conversions and click through rates. Usually the reason they need someone’s help is a different skill set and way of thinking. But serve it to them in a way they can digest it.
  3. Ask why people did or didn’t buy from you – No one closes 100% of the deals, customers, or prospects they come across. If they did, sales wouldn’t be such a sought after skill set. With the advent of social media, people are becoming a lot more real with how they approach marketing and sales. It’s ok to have an honest conversation with people who didn’t buy from you. Once you drop the act and get real with them, they might see you differently and feel better about moving forward or you may have some really good feedback on what you offer the marketplace. 
  4. Survey your audience – Don’t be afraid to ask people to fill out a quick survey on how they feel about what you offer. This should be your first step when creating a new product. Go on Kickstarter and ask yourself. “How many products were made on this website with me in mind?” My 5 favorite questions to ask on a survey are 👇
    1. What is your #1 when it comes to [YOUR PRODUCT OR SERVICE]?
    2. What is your biggest roadblock in achieving that goal?
    3. What is the #1 thing you want to learn about [YOUR PRODUCT OR SERVICE]?
    4. What is your #1 fear when it comes to [YOUR PRODUCT OR SERVICE]?
    5. Name 3 things you want to learn about [YOUR PRODUCT OR SERVICE]?
  5. Be a real person – Do you customers feel like they can talk to you? Be honest with yourself. You don’t need to be buddy buddy with everyone that walks through your door. However, be approachable.

That’s all for now!

Thanks for reading!

Want to learn more about how to understand your customers? Book an appointment here: https://calendly.com/pilchuckmedia