"I know my customers better than you do"

Still processing the free trial disaster from last week.

The line that stuck with me most: "I know my customers better than I do."

This boiler installation owner - making decent money, successful business - genuinely believed that looking terrified on camera was the right approach for his audience.

Here's the thing: Knowing your customers and knowing how to communicate with them are two completely different skills.

You might know they need boiler installations. You might know their pain points, their budget, their timeline.

But do you know how to make them feel confident in choosing YOU over the 20 other companies they're comparing?

Confidence sells. Fear repels.

Doesn't matter if you're selling boiler installations, AI calling systems, or consulting services. If you look like you don't believe in what you're offering, why should they?

The Real Problem

Most business owners think marketing is about explaining what they do.

It's not.

Marketing is about making people feel something. Confidence in your solution. Trust in your expertise. Certainty that you can solve their problem.

This guy had the technical knowledge but zero understanding of psychological triggers. When I pointed this out, he got defensive instead of curious.

That's the difference between people who scale and people who stay stuck.

The ones who scale listen to feedback, even when it's uncomfortable. Especially when it's uncomfortable.

The ones who stay stuck defend their current approach and wonder why results don't improve.

Choose Your Response

Next time someone gives you feedback that makes you uncomfortable, pause before defending.

Ask yourself: "What if they're right? What if this blind spot is costing me money?"

P.S. - This is why my cold calling system works. It forces conversations where comfort zones get challenged. That's where growth happens.