When you look in the mirror, you don’t see a scary monster... but your potential customers sure do. When’s the last time you thought about your customer that way? Really tried to feel the way they do.
It’s called empathy. We try to empathize with our customers, but it’s a lot harder than you think to do really well.
I heard this from a mentor recently, “We try to walk a mile in our customer’s shoes and try to understand them, but in reality, we end up trying to put our shoes onto our customers!”
In sales, we say that a sale is always being made, 100% of the time. Either you sell the customer on the product, or they sell you on why they don’t want to buy it. I will argue that it comes down to empathy...
Are you trying on your customers shoes? Or are you trying to get your customers to put yours on?