A Human Point of View

Do you think of customers as markets or people?


Being sensational is about excellence and success, but it is also about being exceptional. If you desire to separate yourself from your competition, listen to this advice from Duane Cummings, author, entrepreneur, coach and consultant. Duane advises, “Instead of worrying about your features and benefits and what the market is, step up and be empathetic.”

So often, our marketing strategy is built on market research and data where we segment the population into different buyer personas. Duane challenges us to ask about a product, “How will it change [a customer’s] life? Because everything stems from there.”

Watch the video to learn how can you better serve the people for whom your business was created.

Recently, there was a person in my life that I was helping. I was serving their needs as a professional coaching client and they were struggling to bring their product to the world. And it was really a mindset shift because they were looking at it from, "These are my features and benefits. This is what the market needs." And we kind of stepped back and said, "Listen, the market needs a lot of things. In fact, sometimes they don't even know what they need. What value and how are you trying to serve the world and who needs that service?"

Now, it's just a little bit of a shift. It's like the combination in a safe. You can have all the right numbers, but if they're not in the right order, they're off. So I said, "Instead of worrying about your features and benefits and worrying about what the market is, just step up and think, be empathetic. Who will need what I have to offer? Start with that premise because that's what your market is. And then, how will it change their life, not how will it change my company's life or my bottom line or my ROI? How will it change their life? Because everything stems from there.

If you change one person's life with what you offer, they will become your sales force, your sales team. They will go out and they will tell the world you're great, you're awesome, which then, in turn, makes the value of your product go up. You don't have to worry about how much you're charging because they'll pay anything to have you involved or have you give them your service.

So, once she got away from, I call it the business technical speak language that everybody's worried about KPIs and they're worried about metrics and they're worried about our system and our process and social media and I said, "Just step back. Be empathetic. Who needs what you have to offer? How are you going to meet them and serve their needs?" It kind of freed her. And then, once that happened, she could step back and say, "Oh, you know what? I'm looking at the wrong place," or, "I'm targeting the wrong people. My price point's not correct." And it just eased things up. She was coming at it from a systematic point of view, and I really asked her to come at it from a human point of view.

Duane Cummings

Duane Cummings lives life with a single purpose, “To Aid Others, Act on Ideas, and Achieve Sensational Results.” He is a trusted advisor to organizations and individuals around the world regarding professional and personal development...

Take Action

Complete the following Action Items to put the insights in this video into practice,
and share them with your team to continue your leadership growth.

Perfect your new leadership skills every day with these exclusive Leadercast exercises, available to Subscribers! Click here to become a Subscriber.

Liquid error: No such template 'platform/programs/search-modal'