There are various stages in that customer journey and if we don’t know where someone is, it’s going to be really hard to get them to change.

When you go into the doctor’s office, the doctor doesn’t just say, “Here’s a splint for your finger.” The doctor first asks about the problem and then figures out what the solution is. As marketers and salespeople, we tend to think a lot about ourselves and our product or service. We know a lot about our product or service. We know why we think it’s great. We have a series of talking points and we think if we just mention them enough, someone will come around.