What Your Customers Don’t Know May Be Hurting Your Sales

When it comes to sales, what your customers don’t know can hurt you. “You’ve got a job to do to address what your customers don’t know so you can make the sale,” says allBusiness.

If you’re having a problem getting your customers to connect with the story you’re using to sell your products or services, Tara Gentile suggests asking yourself the following questions:

  • What is the customer’s perception of their current situation? How do they feel right now?
  • What does the customer know about the problem they face or the desire they’re hoping to attain?
  • What is currently standing in the way of the customer fixing their problem or achieving their goal?

These questions will help you figure out where your customer is so you can communicate with them on the level they’re at. Once you’ve figured out what level your customers are at, your job is to understand what matters to them:

1) Is it the problem they’re facing?


2) Is it the solution they’re after?

Customers Facing a Problem

This customer segment is frustrated. They’re fed up with their current circumstances and the fact that they’re not accomplishing what they want to–whether it’s changing careers or breaking bad habits. The problem is, they don’t know what is required to fix their situation.

In this case, your job is to connect the dots between what they feel, what they perceive as the problem, and what you see as the solution to their problem. For example, Evernote’s current brand messaging uses a story that most people can relate to: forgetting stuff. Their website headline leads with “Remember everything.” They don’t start the conversation with how their app is available on all platforms, that it’s free, or the fact that it has an unlimited variety of uses.

They focus on the problem of forgetfulness,  with a suggestion that remembering everything is actually possible.

Source: Evernote

Customers Looking for a Solution

This customer group is well informed, so they just need you to explain why your solution works, why it’s best, and why it’s what they’ve been looking for. Your credibility and reputation will be key factors here.

As Tara Gentile points out, the prospects for WooCommerce aren’t confused about the fact that they need to sell online. They don’t even need to be convinced that they’re looking for a WordPress plugin. All the company has to say is that it’s “the WordPress eCommerce plugin that sells anything & everything, beautifully.”

Have you created a product or service that should be a clear no-brainer, but it’s not selling? It’s possible that the story you’re telling about what you have to offer isn’t matching what your customers are aware of. “People will buy your product for different reasons,” says Tara Gentile, “And it will mean different things to different people.”

 “You can’t begin to tell a story without understanding why that story should matter to the people you want to serve.”


Source: Bernadette Jiwa


What your customers don’t know about you can hurt your sales. “It’s up to you—not your competitors—to provide the right information to educate your customers so they will buy from you,” says allBusiness.

Focus on determining what’s important to your customers about what you have to offer, whether it’s the solution itself, or the problem/frustration. Then you can craft an effective story that will help you sell it.

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.