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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