Your customers don't know what you think they know

If your sales team keeps answering the same basic questions before someone is ready to book, do not assume those questions are too basic for your content.

The question you have answered a hundred times is not boring to the person asking it for the first time. You live inside the work. They may need that answer before they know whether calling you makes sense.

This is where experienced owners create content for peers. They post advanced tactics and industry debates that only somebody already deep in the subject would care about.

Meanwhile, the buyer is still wondering how the process works, what the problem means, or whether the cheaper-looking option will create a bigger headache later.

You do not need to dumb down your expertise. Start where your customer starts, not where you are after years of doing the work.

A simple topic can still show serious judgement. Explain the common mistake. Show what you would look for first. Clarify the question somebody should ask before they pay anybody. Then, when deeper detail matters, you have earned the right to go there.

Here is a useful test. What do new customers ask in the first ten minutes? Not what your peers ask at a conference. Not what sounds impressive over coffee. What does a person ask when they are confused, cautious, and trying not to make an expensive mistake?

Those questions are not beneath you. They are the front door to your expertise.

That is why Fokus starts with research and scripting before a recording session. We are not trying to make you sound less knowledgeable. We translate what you know into language a buyer can recognise, then build from the first question to the more specific ones.

Before you dismiss a topic as obvious, write it down. If customers keep asking it, it is probably not obvious to the people you want more of.

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Areeb Mirza’s YouTube Channel