Why I think assumptions are your enemy

It’s rare for me to meet a business owner or CEO of a small business who doesn’t assume they know everything about their client’s motivation, problems, and buying process.

From experience, most are always wrong about some element of their clients’ thinking and decision-making.

For example, we worked with a consulting firm that promoted and talked about how their clients valued them as a trusted advisor.

What they missed, however, is that almost none of their prospects go searching for a trusted advisor in their buying process. Instead, they are always looking for someone to solve a specific business problem. https://lnkd.in/etd5M5c

If you understand that key distinction in the example above — and learn to build your marketing accordingly — you will win more new clients, and see a trusted advisor as something you evolve into not start off with.

Remember, every time you see a competitor communicating their unique point of difference as trusted advisors. They’ve got things backward.

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