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Nydus Open Learning

Small business

Small business · Customers and sales

Customers and sales

Where sales come from and whether they come back: segments defined by a situation and a need, the customers not to serve, customer jobs, observation and interview evidence, and the alternatives customers already have; offers written as promises with proof and boundaries, and small tests; channels, acquisition cost, channel fit, messages and funnels; sales conversations, objections, honest no's and follow-up; and retention, referral, lifetime value and what a campaign actually returned. Five small businesses, their records drawn fresh on every attempt.

Ages 16+ 24 lessons about 14.5 hours in all

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The lessons

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  1. 1 Define a customer segment
  2. 2 Choose who not to serve
  3. 3 Customer jobs
  4. 4 Customer observation
  5. 5 Ask useful customer questions
  6. 6 Customer alternatives
  7. 7 Write an offer promise
  8. 8 Offer proof
  9. 9 Offer constraints
  10. 10 Test an offer
  11. 11 Choose a sales channel
  12. 12 Customer acquisition cost
  13. 13 Channel fit
  14. 14 Make a channel message
  15. 15 Read a simple funnel
  16. 16 Start a sales conversation
  17. 17 Listen for needs
  18. 18 Handle an objection
  19. 19 Recommend only a fit
  20. 20 Follow up with permission
  21. 21 Measure retention
  22. 22 Ask for a referral
  23. 23 Customer lifetime value
  24. 24 Measure marketing return