Customer comprehension is a variant that is tricky to deal with. How do you teach someone that "thinks" they know exactly who their customer is, but they are completely off base?

You have to follow certain metrics that prove that you understand exactly who your customer is. These are the determining factors at it comes down to how well you know your niche. Your answer should be YES to the following questions:

(1) Do you read regularly about your niche?
(2) Can you effectively communicate with others in your niche?
(3) Do you comprehend customers issues?
(4) Can you come up with your own "pros and cons" for each customer situation (product, service, etc)?
(5) Do you understand the core problems within your niche?

You should comprehend all of these, if you don't, then you need to spend some time in the trenches learning about your niche and the customer idiosyncrasies. Let's look at an example.

If you were selling golf clubs..

If you are trying to sell golf clubs online, where would you start? What keywords would you try to target?

If you were to deliver traffic coming from general keywords like "golf" or even a keyword phrase like "golf clubs", chances are you would have a low conversion rate. The reason that "golf clubs" won't convert is because you're picking up this visitor too early in the purchasing life cycle.

At this point, they are typically looking for information about golf clubs, and you cannot make an assumptions as to what they are looking for. Perhaps they want to see what a golf club looks like so they can draw it...who knows. Chances are at this point they are not ready to buy, and will usually perform several more searches before they do decide to make a purchasing decision..

Let's drill down a little more and catch someone a little further along in the purchasing lifecycle. We now know that "golf" & "golf clubs" won't convert very high. After visiting a few forums, you can easily discover that people are searching for irons, putters, drivers, wedges, or specialize clubs. So, chances are that the keyword "golf clubs" (although seemingly targeted) is actually way too broad.

If you start promoting here, it will take a lot more work to actually sell than if you were to dig a little deeper into the purchasing lifecycle.

Drivers, wedges, irons, and putters are still too broad and people will want to learn about brand names, types, loft, and reviews before they make a purchase. That is where you can capture people at the "decision phase".

Ideally, you would hyper-target someone who types in Taylor Made r5 Driver, or someone who is searching for a 56 degree Cleveland Gap Wedge. People that are searching these terms are very far along in the lifecycle and it will take far less effort than someone that is searching for "golf clubs" to convert them into buyers.

And the ultimate search terms, the ones where the person is in the "action phase" would be terms like:

  • where do I buy Taylor Made r5 Driver
  • best deal on Taylor Made r5 Driver
  • buy Taylor Made r5 Driver online
  • Taylor Made r5 Driver ebay
  • purchase Taylor Made r5 Driver
Again, it is much more work to walk someone through all the stages of the life-cycle, and typically requires several follow-ups or points of contact, but there is a much larger audience. The key is to understand who your customer is and understand what they are really looking for (ex. understanding all the types of golf clubs if you are promoting golf clubs).


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scurvy11 Premium
I was thinking about how I make a decision to buy online in regards to what this lesson states. And its true for me that I do my research first to find out if the product is what will work for me. A big player for me is customer reviews, if a product has mediocre reviews I will pass it by.
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jrosenau Premium
This opens my eyes to the use of key words and finding the right time to find the right customer. I do car sales and I see the online method is close to the same as knowing when the customer is in the buying stage. Thank you for this information!
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1signbanner Premium
Thank you Kyle, I FINALLY figured that out. I've been making comments on some WA member websites and I see it immediately that they wanna sell before the trust ain't there.

I do point out to them with a positive approach to them that they first must gain trust. Making a recommendation to their products will not hold ice.

They are missing a big point for their success to sell. First they must sell themselves. Some sites so far that I see do just that.

Thanks Kyle, nice to be right sometimes. hee hee!


Mahalo!


Frank
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ElviraC1 Premium
I really enjoyed this teaching Kyle you are so right everything you are saying I didn't trust because I have been scammed, I am here to learn and make money so I am going to go with the flow.I am going to go by the blueprint that by every teaching you have laid out thank Kyle, love you, Kyle, I told you I am going to be a millionaire with love to you and family.elvira
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GotGoods Premium
Awesome read and a great lesson.

You got me thinking Kyle because I was one of those who fit the category of "thinking they know their customers". It is a lot more deeper than I thought. This lesson has even put me in a position to revise my business strategy but I'm grateful.

I hope you have a wonderful, progressive day!
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