BRX Pro Tip: You Are Not Your Customer
Stone Payton: [00:00:04] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I’ve heard you say it several times as you’re trying to help new studio partners get their business off the ground as you are consulting to some of our client host. But you’re fond of telling them, “Look, you are not your customer.”
Lee Kantor: [00:00:22] Yeah. This is where empathy plays a big role in selling. You have to understand, when a customer comes to you, they may know what they know. But you kind of have a more depth of knowledge in a lot of different areas that they don’t know any more or not yet. So, when you have this historical knowledge and the scar tissue that your customer doesn’t have yet, sometimes you kind of accelerate past some of the pain points. And, maybe, ignore some of the things that are happening that the customer is saying. Because it’s been so long since you’ve had that pain. So you it’s harder for you to relate.
Lee Kantor: [00:00:59] So, it’s important to kind of really empathize with them. Truly get into the customer’s shoes and head where they’re at today. And that way you’ll be more effective in selling them something. So, you’ve got to meet them where they’re at. Understand their challenges and desires they have today. And show kind of the path that you can help them achieve the goals that they want to achieve. You don’t have to kind of fast forward to the end. You’ve got to kind of address each situation where it’s at. Even though you know how it’s going to end. So, you’ve got to kind of work your way through the process and work your way up the ladder.