Not all prospective customer enquiries are created equal.

An enquiry via website contact form, made as a result of a Google search is very different from a direct referral from a friend. It’s also worth remembering that the customer’s story at the time she seeks you out changes the sales conversation.

How and when a potential customer finds you has a bearing on the story she is ready to hear and the value you can create for her in the moment. It’s just as important to focus on her circumstances and worldview and to allocate resources to that as it is to hone the brand story you want to tell.

Image by Kejing GU.