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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Demonte Premium
Damn Great Content As Always ever lesson I'm getting better and better out of all the programs I invested in nobody gives Value like WA and great tools and knowledge I truly believe if I keep learning and taking action here I will be extremely successful thank you so much and I really don't remember how I found you guys but I'm glad I did
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Kyle Premium
Awesome bro, so glad you are enjoying the training thus far. if you can understand customers and their hot buttons, you can a VERY successful business within any niche. :)
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RubyCantu Premium
I agree with you Demonte. that's exactly how I feel about WA.
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Demonte Premium
So here what I'm understanding so far correct me if I'm wrong but from here on out I should mainly focus on using keywords related to a buying phase for example my niche is Pc gaming wether its video games or gaming pc hardware or gear so when I'm creating content I should be creating content around a buying phase customer like this "EVGA GeForce GTX 1080 SC GAMING ACX 3.0 Review" talk about the pro's and con's give alot great content and info about the product and while doing that have another similar product to compare it too and talk about the pros and cons of that product just to give them a alternative anything I'm missing so far?
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jeffrey7521 Premium
It looks like you are on target and well on ur way!!
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Demonte Premium
so thats one of the main focus of growing my site and business?
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jeffrey7521 Premium
Yes. Strong key words will drive traffic. Be sure to work with jaxxy
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Belrif Premium
hey Demonte what mean pro's and con's?
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Demonte Premium
it means good and bad
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Belrif Premium
thanks
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dareland72 Premium
If I were in your niche I would invite the potentia lcustomer to tell me where he is in the marketplace. I took a job selling high end RVS. Rather than sell them I chose to share the opportunity to see the quality of different levels only allow me to listen to what they had to say. My place of employment had twenty long time salesmen with long list of customers. The first year my sales ranked me tied for third or fourth with twenty plus years experience. My customers bought what they wanted base up on the views they shared with me. As we walked through the vehicles. They shared with me the idea of what they were ready to spend with out knowing value or quality what they were thinking about. Most had sold expensive homes to replace with RVs. They were looking for quality so I took them to the highest quality on lot and let them tell me what they liked fifth wheel or motor home. By just letting them keep talking purchase was made. This allowed me to provide thirty-five percent top of the line units sold by the company. For two years my customers purchased over thirty-five percent of quality coaches. Most brought me paying customers. Make it easy for them to purchase what they want.
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1Summer Premium
Hi Kyle,

Two Questions:

1. In order to maintain and develop the customer relationship is there a plug in or other tool that I can use to do mass emails to prospects or notify them, e.g., of my latest post?

2. Ok, I understand "Buy type keywords," and "product related keywords." But what exactly is a "product review type keyword" vs. "purchase keyword." And can you provide an example of each?

Thanks in advance for your help!
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fleurallen Premium
I’m sure Kyle will answer too but in the meantime, for your first question. People can stay up to date either by subscribing to a email newsletter or subscribing to a RSS feed of your blog, they get notified when you post. Try searching for a plugin for this. I use Mail chimp for my email newsletters
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1Summer Premium
Thanks Fleurallen...have a good week!
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evancruz1 Premium
Great training Kyle, I learned A LOT! I see the applicability of this. I'll tell you my answers on what sold me on WA and they are very much in line with what you said in the training. 1. I trusted it, 2. It seemed like a great investment, 3. I committed to it, 4. It was relevant to what I was doing. When I wrote down that last one, the light bulb went off and what you said came around in full circle. If I could identify the customer's problem/wants/needs/desires and articulate how the product that I am selling is the most effective solution to those problems/wants/needs/desires, then that is the key to the close. You read a lot of Grant Cardone prior to making this training didn't you?! What you both said about the selling process directly lined up with each other! Thank you very much.
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DonnaTate1 Premium
I think, at least for me, the longest time is the first time you sell to a customer. When they make that purchase, then they have done their homework on you as well as your products. Building a relationship and trust takes time. But then they become repeat customers.

Also my Golden Rule of selling, always sell them something that will help them solve a challenge they have, ie sell the cleaner for a dirty car, Not wax.

I
When they know you truly care about them and their needs, they spread the word and come back.
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