Photo for Business Insights blog-Why You Need to Understand Your Customers Well

Why You Need to Understand Your Customers Well

It is vitally important to understand not only market trends, (i.e., your customer in big groups or as a demographic) but also to know your customers on an individual level. Your customers experience your product, service, and brand as an individual, and so this is the level at which you must reach them. You need to use every opportunity available to understand your existing or potential customers.

Take a moment right now to ask yourself a question: What does your ideal customer look like? If a clear image doesn’t spring to mind immediately, you have some work to do. Or, if you say, “Everyone who has a dog is my customer,” you have some mindset change and work to do. As the Seth Godin quote at the beginning of this chapter says, not everyone can be your customer.

What gives every business its competitive advantage is that it meets specific customer needs. It’s impossible to be all things to all people. Your customer needs to feel like your business is in league with them.

You may want to cast your net wide, and there’s not necessarily anything wrong with that. But not knowing who your customer is to each exact detail is like shooting in the dark. You will spend a great deal of money, time, and other resources without getting clear results.

If, on the other hand, you know your customer intimately, you can use your resources more effectively in order to craft the right message that resonates and perfectly meets your customers’ needs. By focusing your message to your target market, you’ll attract the right type of buyer, and not waste time with leads that you can’t nurture. By carrying out this research continuously, you’ll be able to keep meeting the needs of your market even as their needs change.

In other words, by understanding your customers at an intimate level, you can sell more and earn more profit with less effort. Your marketing will create a perfect match between you and your customers. If just launching your business, you’ll know where to start (with the customer and their needs). If expanding your business, you’ll know how to grow and stay relevant.

Photo for Business Insights blog-Design Your Product-Service Offering to Match What Your Prospects Want

Design Your Product/Service Offering to Match What Your Prospects Want

If you really want to build a lasting business revenue stream, you need to create product/service offerings that give your clients lasting results. A offering package is more than a one-off product/service; it could be similar product/services packaged together and delivered over time.

Long-Term Benefits for Your Client

Since we’re talking about lasting results, it’s only natural that longer-lasting packages offer more revenue for you. They also make the client commit and go a long way toward building a relationship between the two of you, which leads to greater satisfaction and a good opportunity for testimonials or referrals.

When designing a product/service package, consider what kind of long-term benefits you can offer someone. How can you help them with your expertise? You should also consider the length and frequency.

Marketing Your Package

When talking about your package, always describe the value it offers the customer just as you would a regular service. Emphasize the benefits over the features. Explain to them what they’ll be able to do when the consume the package, or tell them in concrete terms how it has helped other clients of yours.

Also, you should tell them specifically what it entails. Mention exactly how many products/services are within the package and the or the exact length of the period of time for them to consume the package. This lends you credibility and also helps to set realistic expectations for them.

Pricing Your Packages

The best way to price a package is to look at your revenue goals. Decide how much you need to earn in what timeframe, and price your product accordingly. If the price you come up with seems a bit high and you’re not confident telling it to prospects, here are some things to remember:

  • Your package offers concrete results. It helps the prospect solve a problem they’re facing. What they’re buying isn’t the products or services, but the results and changes in their life that it will deliver.
  • Keep in mind the unique value of your service and the expertise behind it. You have things to teach your prospect through the package and this adds value to it.
  • Be excited about the package yourself. When you’re energetic and excited about the offering, you’ll find it much easier to communicate this to the prospect.

Finally, keep in mind that you can adjust the price later. If you find that people aren’t buying, it means you’ve priced it too high or you need to ramp up your marketing. But one bit of good news here is that most entrepreneurs tend to under-value their offers.

Serving, Not Selling

By offering a high-value package, you’re not just lining your pocket with a steady stream of income. You’re offering a unique solution to your prospect. You’d be doing them a disservice if you didn’t help them work on their problems over the long-term with an offer like this.

If you really want to know how to turn prospects into buyers, check out our course, How to Convert First Time Buyers into Customers for Life. The course teaches you a system to do it step-by-step with learning activities and templates you can use.

Photo for Business Insights blog-Your Profitable Webinar Funnel

Your Profitable Webinar Funnel

The process used to make sales is often referred to as your sales funnel. When you envision a funnel, you picture a shape that is very wide at the beginning and narrows significantly, as you progress to the end.

The path potential buyers take, as you encourage to them to purchase, resembles a funnel because you begin with a wide target audience. Those who are interested in your product or service will follow the path, or links, find out more, working their way down to the narrow end of the funnel. Those who are not interested will stop following the current path, and essentially stop clicking through to the “next stage” or link.

In terms of hosting a profitable webinar, your first step in the funnel is to get them to sign up or opt-in. Then you need to encourage them to attend. Your webinar should be so interesting that they stay until the end. The special offer you will give webinar attendees only should be good enough to entice them to buy.


Offering a free webinar makes people aware you exist. You can promote it at your site, on your email marketing lists, on social networks, and in chat rooms or on discussion boards related to your niche.

Awareness can also refer to a certain problem your target audience is struggling with in relation to your niche, and that there is a solution available in the form of what you are trying to sell.


Webinars are so successful because they are a combination of information, education, entertainment, and sales. Online education is booming. Internet users love videos, especially how-to content, which makes up 75% of all searches on YouTube. A well-presented talk, such as the TED talks, can keep audiences hanging on every word.

In terms of sales, a good webinar does not use a hard-sell approach. It is a risk-free way for the audience to learn more about your products or services in an interesting way. All they are spending by attending is their time. Hopefully, they will enjoy the webinar, and be able to come away with useful points. In fact, you can even structure your webinar in that manner, such as:

  • 7 ways to lower your cholesterol naturally
  • 5 secrets to improving your golf swing
  • 6 success strategies for marketing well with webinars

The content topic in your webinar should reflect your title, while giving you an organized, easy-to-follow structure and format. Provide informative, interesting content that your audience can identify with. It should also intrigue and motivate them to keep watching. Sharing content regarding a common issue or problem helps to get them ready to learn about your solution or advice. This is usually found in the hard-to-refuse product or service you offer at the end of the webinar. However, this may vary slightly depending on whether you have introductory offers, upsells, down-sales, bonuses, etc.


The content should always lead your audience down your sales funnel. The initial offers are frequently an introduction to what you are trying to sell. To help boost sales and/or opt-ins, the offer should be better than anything available on your site. In other words, you reward them for attending the webinar by giving them a phenomenal deal or opportunities just because they attended.

If you are launching a new product, your content will be all about the problem and the solution’s benefits as well as features. It makes sense to offer an introductory price to attendees to make it risk-free to try it. It also makes them feel valued and special.

If you’ve presented an interesting webinar, you’ve whetted their appetite throughout for the solution to the issue you’ve raised, that is, your product or service. At the point where they have to make the decision to buy, or not buy, your content should have led them to the point where they are ready to act.


At this stage, your audience will be at the narrow part of the funnel. Now all they have to do is click to take action on your offer. Your presentation will have shown them the value your product offers. Your offer should be so good that they would seem foolish not to act. They will buy and become your customer. Then you can follow up with them in the hope that they will become a loyal repeat customer. How might you accomplish this? By launching more products and using webinars as a marketing tool for those new products.

Now that you understand how sales funnels are constructed, you can put together your three main components. Let’s start with registration.

Photo for Business Insights blog-Get Organized for Better Sales and Higher Revenue

Get Organized for Better Sales and Higher Revenue

How do people manage to sell so effectively on the internet? They do it by being organized. Everything goes much more smoothly if you take the time to get properly set up before you launch.

Clarify Your Goals and Priorities

Start by clarifying your goals and priorities. What is your overall sales goal? State this goal as clearly and specifically as possible. Determine how much you want to earn and when.

If your goal isn’t to sell but to nurture prospects, state this as well. You may want to work on your branding, gain exposure, or build relationships with your audience. Choose some specific metric that will help you determine whether you’ve reached this goal. For example, you might say something like, “Grow my list to 500 subscribers.”

If you have more than one goal, prioritize them. Decide which is most important so that you can focus your efforts there. 

Manage Your Time Effectively

Block out time to work on sales activities. Put these time slots on your calendar and choose a regular time to do this. How much time should you spend on sales activities? Start by deciding how much time you can reasonably devote to sales and then increase if you feel you need to.

The important thing is to put these blocks on your calendar. You need to check in regularly with yourself on your sales follow up. Give this the same importance you would give a meeting with an important client or the deadline for a job. Set aside a time and remove all distractions so you can focus solely on the task at hand. 

Get Your Tech Tools in Order

Before you launch, determine what tech tools you need to use. For example, you might need a download page or a shopping cart. Research the software and platforms available. Start by seeking referrals from friends. Read online reviews and see what others saying. Look for tech tools that have the features you need and don’t pay for extra features that you don’t need. Choose tools based on how they make your sales process easier for your customers.

Test your tech stack before you get started to make sure it works and the process is smooth. Make sure that you have tech support available in case there are problems.

Delegate and Automate

You don’t have to do everything yourself. You can save yourself a considerable amount of time by delegating to your staff or outsourcing. Find someone to do the tasks you can’t or don’t want to do.

Make flowcharts and other training materials for tasks you’d like to delegate, and a system for training and monitoring performance.

You can also automate certain tasks. Find tools to automate routine tasks that drain your time. Once these tasks are taken out of your hands, you’ll have time to work on more high-level issues. 

Learn More

A good place to start getting organized is our new course, How to Effectively Convert Prospects into Paying Clients.

We teaches you a simple system for turning prospects into paying clients, along with tips, learning activities, and templates you can use.

Why You Hate Selling – And What You Can Do to Change Your Mindset

There are several skills to learn if you want to become a great salesperson. But an easier way to improve quickly is to change your mindset. If you change your attitude about sales, you’ll be able to go out and sell more confidently and in a more genuine way.

So, what attitude is stopping you from selling effectively?

It Feels Sleazy

If selling feels “sleazy” to you, this means you’re doing it all wrong. The idea is to help people and collaborate with them to find a solution to their problems. Hopefully, that solution is your product. Rather than a high-pressure sales pitch, you should be engaging the prospect in a conversation where the two of you work together to discuss their needs and how your offering can help solve their problems.

It’s Hard Work

Sales can be hard work, but it doesn’t have to be if you approach it in a natural way. When you meet a prospect, you’re listening to them and getting information. Then, at a later stage, you can introduce your product to see if it matches what they need.

The “hard work” of sales is getting leads and spending time with them. The more you get out there and talk to people, the higher your chances of finding that match between their needs and your product. But the actual “work” itself is building a relationship with the person and listening carefully to learn their needs.

Fear of Rejection

The fear of rejection may be keeping you from sales success. It stings when people say “no.” But what they’re actually saying is that your offering doesn’t meet their needs right now. It’s not a reflection on you at all, but simply bad timing or a mismatch.

One way around this feeling of rejection is to realize that you win either way, whether you make the sale or not. If you don’t make the sale, you’ve opened a dialog and started a relationship. If you nurture this relationship, it could translate to a sale down the road.

It’s Boring

If you think selling is boring, you’re approaching it the wrong way. Sales is a process of discovery where you get to know your prospect as an individual human being. You make an authentic connection and then see what you can do for them.

Finding a way to help others with your expertise is a reward. Get excited about your product and the ways you can help, and you’ll be excited to talk to your prospects.

The Fish Aren’t Biting

What if you’re getting out there and meeting people with a positive attitude and a natural approach, but you’re not getting anyone to say yes? It’s not a waste of effort. You’re just targeting the wrong people or using the wrong language to explain your offering to them.

You may need to clarify what unique value your product offers. How do its features benefit the customer? What makes it unique from similar products on the market? It always helps to refine your approach and improve your communication skills.

Learn More

Ready to change your mindset and start selling more today? If so, head over to our course, COURSE NAME, where you’ll learn how to make sales fun, natural, and effective.

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