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 assumption 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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ClevelandW1 Premium
The content is very educational toward making money ,and attracting customers in WA. My problem is I'm getting all these instruction and over a month now and I can't setup my first website properly. I gave insights to others and my own I can't do. When will I made my first $?
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David523 Premium
The content in this article is great but it is inconsistent with the branding standards of Wealthy Affiliate. None of your other articles have so many grammar errors. There are some points where it is confusing what you are trying to say. If it wasn’t an article on this website, I would’ve closed it out by the second error because I believe if someone doesn’t take the time to edit their material before they post, they don’t give a crap, and if they don’t give a crap then they don’t have any business trying to influence me. My time is valuable and I don’t waste it on reading half-done articles.
Thank you for the content. Please edit.
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AdamTimbrell Premium
I work in retail sales and think this approach is FAR more realistic and up-to-date! Converting a Customer to a sale is far more difficult owing to the competition, the amount of content and research available, price points etc. The Company I work for (for example) offer online discount codes for the products they sell... the same ones I sell in store, but they will not let me match the online prices without penalizing my commission percentage! Just one example of how the sales process is no longer a level playing field. ohhh... and we get shouted at for not achieving our individual sales targets.

With the website I'm creating, I haven't chosen a product to sell. It's a blog for therapists as I am interested in helping people with injuries. I will need to set something else up I think so I can sell stuff and create an on-line income.
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Steventate Premium
this was a great article, especially the reverse process to better understand what your customers go through in choosing and finally making their purchase. I went through this process when I thankfully chose Wealthy Affiliate. I wasn't sure about it and read tons of articles. Although Benji's Dad was extremely knowledgeable. I researched good and bad but came back to his recommendation. Great article.
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LMMemea Premium
Its good to hear another persons perspective when they were deciding to commit to Wealthy Affiliates. Welcome and glad your here.
Best wishes,
Lisa
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Allgood96 Premium
Thanks Kyle ,sounds really informative,I hadn't thought about long term customers,just have to find a way of getting the info now,yes follow my buying processes.A great place to start.
I buy constantly online,i dont know if i follow too many process usually i just buy,but there has been occasions where I am looking for a items worth and find a bargain and just stike.
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