More new customers:
- Your product gets picked off a shelf.
- The proposal comes back signed.
- The free trial turns into a paid account.
- They pick you over the competition.
You have the better business.
Why are customers choosing worse options?
I find where you’re hard to choose. Then I build a playbook showing your team exactly what to say and do to win customers over.
How hard is it to choose you?
Tick any that sound familiar.
The problem
You’re better. They can’t tell.
You think you’re easy to choose. But you’re losing customers in the very moments that should be winning them over.
Why it happens
Every moment is a choice.
From the first time someone hears about you to long after they buy, what you say and do can win them over. Or lose them.
How I help
Make those moments work for you.
Turn the moments that lose you customers into reasons to choose you, with a playbook built for your business.
It all starts with what you want most.
Pick one goal. That’s what your playbook is built around.
More repeat customers:
- The first-time buyer becomes a regular.
- The single project turns into a retainer.
- The annual contract renews.
- They ignore the competition.
More spend per customer:
- The basic tier moves to premium.
- The next purchase is twice as big.
- The scope of work expands.
- They ask you what else you can do for them.
More customers recommending you:
- The next inquiry starts with “so-and-so told me to call you.”
- The customer forwards your email.
- Their review pitches your business for you.
- The client takes you to their next company.
What’s in your playbook?
Everything your team or agency needs to roll out the plays.
The map
A map showing where you’re hard to choose and which moments matter most to your goal.
The plays
A play for each key moment. Each one includes:
- The finding What’s getting in the way, and what would win customers over.
- What to say The exact words to use.
- What to do The exact actions to take, including when and how.
- The rollout The steps to put it in place, and a way to track the results.
You can’t read the label from inside the jar.
When you know why customers should choose you, it’s hard to see why they don’t.
I’m Adam. I find what’s making you hard to choose, and what needs to change.
I’ve led more than 50 review and community brands across 40 markets, studying how customers compare their options and make their choice.
Recent wins.
Engineering firm
Went from winning 1 bid in 4 to 1 in 3.
Their bids were strong, but they looked like everyone else's. They were long and technical, with the price on the last page. Buyers couldn't see the difference, so they picked the cheaper firm.
A few of the changes
- Each bid now opens with one page on the client's problem, in the client's own words.
- Proof moved to the front: two similar past projects and how they turned out.
- The lead engineer no longer just emails the bid. They walk the client through it in person, with a short script.
Eight-figure SaaS company
Got 38% more proposals answered.
Good prospects went quiet after getting a proposal. The proposals were long PDFs sent by email, full of features and legal terms. The person who asked for the proposal had to sell it to their boss, and it didn't help them do that.
A few of the changes
- Every proposal now starts with a one-page summary the buyer can forward to their boss: the problem, the result and the price.
- Sales reps walk the buyer through the proposal on a short call instead of just emailing it.
- A follow-up goes out two days later, with a short script for the questions buyers usually ask.
Consultancy
Doubled its prices and still won just as often.
Their pitch sounded like every other firm's: team bios, a process diagram and a day rate. Buyers compared them on price, so they kept their prices low to win work.
A few of the changes
- The pitch now opens with what the problem is costing the client, using the client's own numbers.
- Clients get three options instead of one price. The middle one is built around the result they want.
- A partner presents the price in person, with a script for “That’s more than we expected.”
Online retailer
Got 26% more first-time buyers to return.
First-time buyers left good reviews but rarely ordered again. After checkout, all they got was a receipt and general sales emails. Reviews showed that many didn't know how to get the most out of what they bought.
A few of the changes
- A “getting started” email now arrives with the delivery. It answers the questions reviews kept asking.
- A card in the box shows the item most people buy next.
- The sales emails were replaced with one reminder, sent around the time most people reorder.
Accounting firm
Grew its average client spend by 31%.
Most clients only used the firm for their yearly taxes. Many didn't know it also did bookkeeping and payroll, and some paid other firms for that work. Staff never brought these services up.
A few of the changes
- The year-end meeting now ends with a five-minute look at where the firm could save the client time next year. Staff have a short script for it.
- The services page is organized by situation, like “Hiring your first employee?”, instead of a list of service names.
- A simple bundle of taxes plus quarterly check-ins, which clients had already asked for.
Home renovation firm
Grew referrals to 3 a month.
Clients loved the finished work, but the job ended with a final invoice by email. Nothing gave them a reason to tell friends, or an easy way to do it. Referrals came in about once every few months.
A few of the changes
- A handover visit to walk through the finished space and leave a care guide.
- Before-and-after photos, sent to the client ready to share.
- A short script for the project lead to ask for referrals at the handover, when clients are happiest.
Specialty tool brand
Grew sales 44% against cheaper lookalikes.
Cheaper lookalikes sat next to its tools online and in stores. In photos they looked the same, so shoppers couldn't see why this brand cost more. Reviews praised how long the tools last, but the listings led with the same features every brand lists.
A few of the changes
- Listings and packaging now lead with what reviewers kept saying: the tools last for years.
- The lifetime warranty moved from the fine print to the front of the box and the top of every listing.
- Store staff got a short script for when shoppers ask, “Why does this one cost more?”
Ready to become the obvious choice?
