Even when our innovation and marketing succeeds, we don’t always take the time to understand what’s working so that we can replicate it. We gratefully welcome and respond to prospective new customers every day, often without knowing how and why they showed up.

Five questions to get you started

1. How did your last customer find you?
2. What was she was looking for when she found you?
3. Why did she choose you?
4. What problem is she hoping you can help her to solve?
5. What part of the promise you made does she most want to believe?

The next sale comes from understanding how you made the first one.

Image by Geoffrey Forment.