098: Why You Don’t Know Your Business Like Your Customer Does

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How much easier is it to give independent advice to others than it is to advise ourselves with the same level of impartiality? Answer: "Impossible!" Yet, so many business owners carry on belligerently expending life energy and money blinded in their own myopic view of their world when it comes to assessing themselves.

As a true entrepreneur your role should be that of commander-in-chief and not master-of-everything, steering your business through the ebbs and flows of the marketplace in order to grow and prosper. My latest client intuitively realised she needed specialised guidance to achieve that goal rather than performing many repetitive and redundant tasks that consumed both her time and energy, without exponentially increasing her revenues. Does this sound familiar?

Typically, if Gemma had approached a website developer she could have expected website that represented the core elements that were turning off would-be buyers in the first place! You see, Gemma was trying to sell a well-known branded product from the beginning. She and her team were fighting an entrenched resistance largely due to what the associations it conjured up in the mind of prospective customers.

When listening to my own prospective customers during my FREE consultation I am asking "Why do you do things the way you do?" From my many years of experience I can, like a doctor, evaluate whether you are in good business health or bad. You need an entire web presence, not just a website, built around an efficient business model and not a lame-duck one! Your online business must be working automatically 24/7 around the clock and be 100% compatible with your offline messaging.

To conclude, I completely separated the branded identity that Gemma was promoting and created an independent-marketing identity instead. People could "try before they buy" anything at all. We wanted to open the input funnel to as many new leads as possible while providing a valuable up-front service to her targeted audience. What we did was a complete U-Turn of what had been done previously, yet both she and her team could see and understand the merits of this complete about-face during a training day I conducted with them.

Click here to take a look at the result.