Clear Thinking - The Business Experience



The Business Experience
Business Performance Improvement Services
for individuals, teams, and organisations

Customer Focus Audit + Ideas

Customer Focus Questions, Tests, Prompts

Replicating and articulating the Perspective of a critical, but creative, potential Customer

... feedback you would not get from conventional potential customers

Customer Focus

Our unique Customer Focus Questions, Tests, and Prompts simulate and articulate the viewpoint of a critical, sceptical - but creative - potential Customer

… to spot ‘hidden’ sales barriers and stimulate practical ideas for solutions and improvements. Ideas that are highly likely to be successful because they were stimulated by focusing on the Customers’ Awareness, Buying, and Using Process (the Customer Journey).

We can apply these Questions, Tests, and Prompts (during any of our services) to any aspect of your business - your strategy, plans, products, services, structure, operations, processes, people, culture, communications, ... to: 

- check the mutually-beneficial balance of Business---Customer focus ...
- spot 'hidden' sales barriers ... and
- create profitable ideas for improving business performance.


Customer Focus Questions ... subconscious Buying Questions
Customer Focus Tests ... eg "Is this a Benefit?"
Customer Focus Prompts ... ideas for answering the Buyers' Questions

Customer Focus QUESTIONS

... questions ALL potential customers ask, mainly subconsciously, during their Buying Process

... developed from our experience as Buyers

Customer Focus Questions are:

  • Buying Questions that all customers ask (usually subconsciously) when being ‘sold to’. For example: “What’s being sold?” …   “How does it work?” … “Why should I buy it?”  ... and
  • Communications Quality Assurance Questions that check the ease by which customers can see or hear clear, convincing ‘answers’ to their Buying Questions’. 

These Questions developed from our experience as professional Buyers. We created them (as Buyers) to help us select vendors, analyse bids, interview sales people, and select the best suppliers.

After analysing the effectiveness of communications we adapted the questions to include the ‘awareness’ stage of the Buying Process eg advertising, exhibition stands, websites etc.

This is Marketing and Selling ... as seen from the Customers’ Perspective.

Customer Focus TESTS


"Is that a Feature
or a Benefit?"

Many sales people struggle to see the difference

Tests are used to check that a plan or product or operation or communications (even down to a single word or sentence) is Customer Focused, ie it aligns with, and stimulates, the customer’s Awareness, Buying, and Using Process.

Examples include:

  • “Goal Analysis Test” (for assessing the Customer Focus of objectives of plans)
  • "How would a customer know that?" (for checking your assumptions, eg on use of a product or feature)
  • “Needs/Features/Benefits Analysis” (for checking product designs and basic selling messages) ... and
  • dozens of Effective-Communication Tests such as: “Meaning?” …  “Readability” … “First Scan” … ”Negativity” … “Value for Money”,  
    and the killer “So-What?” Test (“So what’s in it for me?”).

Customer Focus PROMPTS

... stimulate ideas and solutions to problems

... even ideas for new Products or Services

Prompts are generic suggestions and tools that stimulate effective ‘answers’ to these Customer Questions.

For example, suggestions that prompt good, clear ‘answers’ to the customers’ unspoken Question “What’s interesting about …?” or “What are you selling?” (a powerful description tool), or the key Buying Question: “Cost-Benefit Analysis?” (showing customers that the benefits outweigh the cost).

Prompts help resolve problems unearthed by the Questions and stimulate ideas for solutions or improvements; even for new products and services, new marketing campaigns, and for writing new communications. Prompts are creative tools.
  Classic Cases in costly Customer Focus mistakes
Have a Demo Email us for an introductory discussion and demonstration of our Customer-Focusing Process applied to any aspect of your business.