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EP317 Stop Guessing: How to Know Exactly What Your Buyer Wants · Profit With A Plan

• 0:11
  Marcia Riner | Profit Booster®: What if your sales are lagging, but not because of your offer, but because your height you're building. Let me try again, stumble, stumble, stumble.
• 0:22
  Marcia Riner | Profit Booster®: You might say your business is customer focused. But is it really true? What if your sales are lagging? But not because of your offer. But it's because you're building everything backwards
• 0:35
  Marcia Riner | Profit Booster®: on today's episode of profit with a plan I sit down with Andy Halko, creator of the world's 1st AI customer clone platform to expose why, companies are failing their buyers without even realizing it.
• 0:50
  Marcia Riner | Profit Booster®: We'll discover the sneaky signs that you're not as buyer centric as you think.
• 0:56
  Marcia Riner | Profit Booster®: and why you're knowing your customers better than your competition is the ultimate advantage.
• 1:02
  Marcia Riner | Profit Booster®: And how to use. AI. Yes, really, to replicate your ideal buyer and drive more aligned growth. So if you're ready to stop guessing and start selling to what your buyers actually want.
• 1:15
  Marcia Riner | Profit Booster®: This episode's a game changer. So join me on profit with a plan.
• 1:25
  Marcia Riner | Profit Booster®: hey? Entrepreneurs! Are you working too hard for too little profit?
• 1:29
  Marcia Riner | Profit Booster®: Well, welcome to profit with a plan podcast where we help you scale smarter, increase profitability and build a business that's worth more, whether you keep it or sell it.
• 1:38
  Marcia Riner | Profit Booster®: I'm Marcia Reiner, business growth, strategist and profit booster behind the infinite profit.
• 1:44
  Marcia Riner | Profit Booster®: I've helped countless entrepreneurs to turn their businesses into highly profitable and sale ready assets, so they enjoy more income now, and a bigger payday later on. So join me for practical strategies, expert insights, and proven steps to make your business more profitable, more valuable, and built to last.
• 2:03
  Marcia Riner | Profit Booster®: Today's episode is sponsored by infinite profit where we don't just talk profit, we deliver it.
• 2:09
  Marcia Riner | Profit Booster®: But before we dive in. I've got something special for you.
• 2:12
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• 2:56
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• 3:02
  Marcia Riner | Profit Booster®: All right, let's jump into today's episode. Today's guest is Andy Halko founder of Incivia, a growth consultancy he launched over 20 years ago to help b 2 b and Sas companies scale smarter with strategy at the core.
• 3:18
  Marcia Riner | Profit Booster®: Andy believes that real growth happens when you build around your buyer, not your product.
• 3:24
  Marcia Riner | Profit Booster®: And that belief led him to his new book, The Buyer centric operating system, and launch the launch of the buyer twin
• 3:33
  Marcia Riner | Profit Booster®: a world's the world's 1st AI powered customer clone platform that simulates your ideal buyer to drive better strategy marketing and sales.
• 3:44
  Marcia Riner | Profit Booster®: He's helped hundreds of companies install systems for sustainable buyer led growth. And today he's here to show you how to do the same. Welcome, Andy to profit with plan, podcast.
• 3:54
  Andy Halko: Thank you. I'm so excited to chat and talk about. You know how you make an organization buyer centric.
• 4:02
  Marcia Riner | Profit Booster®: I love it. You know it is so important. Even if you started your company years ago, and you, you know, created you thought you knew your ideal client and you created this product. I can assure you that buyer has changed. So if you're not changing, you're no longer buyer centric. And I think people forget about that, and just keep chugging along at status quo.
• 4:26
  Marcia Riner | Profit Booster®: It is really crazy. So I'm really excited to talk about this with you. But before we get started, how did you get into this kind of focus of the buyer centric space.
• 4:37
  Andy Halko: Yeah. So I started an agency 23 years ago, and we're back before the days of Youtube. And all of these different things right, and one of the biggest challenges that I face when I would go in and talk to owners, and we would come up with marketing plans, or we would talk about their product
• 4:56
  Andy Halko: was that you know, we would get into okay, who are you selling to, and then ask questions like, what are their pains. What are their challenges? Because we needed to know that? And the number of folks that didn't have that clarity, or they would pull out some slide from 10 years ago was just unbelievable, and it drove me crazy. And so, you know, I just kept spinning in this mindset of
• 5:24
  Andy Halko: this is the thing that every business needs to understand the most they have to understand.
• 5:31
  Andy Halko: You know, what are the buyers pains, or they can't create a product that's actually sticky. They have to understand what motivates a buyer, or they're not going to create ads that are going to actually get clicks. They have to understand what are the decision factors and the influencing factors. When a buyer makes a decision where you can't have a sales team that's actually going to convince people to close. And so for me, it just all came back to.
• 5:59
  Andy Halko: If we get that one thing right.
• 6:02
  Andy Halko: everything that comes after it really starts being so much more effective, intent and impactful.
• 6:11
  Marcia Riner | Profit Booster®: You know. Isn't that the truth? And and I know that you know we're both consultants on this manner. So we talk to clients all the time about this. And even today I get those same kind of answers or somebody else's answers right? But it's like
• 6:28
  Marcia Riner | Profit Booster®: they really, truly try to wrap the buyer around their product, and not the product, or offering
• 6:37
  Marcia Riner | Profit Booster®: to make the buyer be able to go.
• 6:40
  Marcia Riner | Profit Booster®: Gosh! I really need that. I want that.
• 6:42
  Andy Halko: Have to have it.
• 6:44
  Andy Halko: Yeah, I totally agree it. It's interesting. I've I've seen 2 different types of founders as I've talked to people, the ones that have this idea and this passion, and and I almost call it ego, that
• 6:58
  Andy Halko: they want to create a product and force people into it like you're saying. And you know, they create their product based off of. Here's this cool innovation. I think this would be really neat, you know, their marketing based off of the new feature that they have.
• 7:13
  Andy Halko: And then you've got the other founders that I've seen where before they even build the product they're going. And they're putting something in front of a potential buyer and saying, You know, would you give me money for this? Then they come back and they build an Mvp. Something simple, and they put it back in front of the buyer and say, Okay, what if this actually solves your problem? And again, would you give me money for it.
• 7:39
  Marcia Riner | Profit Booster®: Yeah.
• 7:40
  Andy Halko: And and so they're, you know. I've seen these 2 different mindsets, and the ones that scale are the the folks that keep going back to the buyer and asking those questions.
• 7:49
  Marcia Riner | Profit Booster®: I love that I want to ask you. Is there a 3rd version which I hear often, which is, oh, well, I'm the founder, and I had this problem. And therefore now I've created a solution that I have, and I'm still going to kind of shove it down someone else's throat.
• 8:08
  Andy Halko: Yeah, I see that one all the time, you know, it's somewhere in the middle, right? But
• 8:13
  Andy Halko: I think that people like that don't always realize that not everybody's like them.
• 8:19
  Marcia Riner | Profit Booster®: Thank you.
• 8:19
  Andy Halko: So, yeah, and so you can't just solve your own problem and and think that it is going to be universal. And I also think I see those folks that as their business evolves 5 years later, they're still in the mindset that they're they're that customer.
• 8:38
  Andy Halko: and then they get it. But things have changed that you're no longer that person anymore. And you really need to like, step back and say, guess what? I'm no longer my ideal customer. And now I've got to like start to re-familiar, familiarize myself with who that is.
• 8:56
  Marcia Riner | Profit Booster®: You know. And I think that's really important is business requires constant innovation, right? And it's not innovation in the technology necessarily, or innovation in the in the product. Necessarily, it's innovation and understanding where your buyer is because your buyer is innovating through life right?
• 9:17
  Marcia Riner | Profit Booster®: Just as a clear example, I was listening to an expert on TV this morning, and he was talking about how customers are no longer going into the bank. They're using online banking. So now they're having to downsize
• 9:35
  Marcia Riner | Profit Booster®: their their footprint. You know their neighborhood footprint. Because buyers, I mean, why spend all that money? If if your clients aren't going in. That's a typical understanding of what your customers want.
• 9:49
  Andy Halko: My wife and I comment always about like, why is there another bank being built like we just don't get it. And so you're exactly right. And I think you know, I say in my book that buyers change constantly, and you really need to be agile and always evolve because I mean. Look at the world we're in now with AI,
• 10:12
  Andy Halko: and our buyers are are really literally shifting and changing every single day. And so if you've got that persona slide
• 10:22
  Andy Halko: that your marketing team put together 5 years ago and has a really cool stock photo, and says Jim Smith.
• 10:33
  Marcia Riner | Profit Booster®: I remember doing those.
• 10:35
  Andy Halko: And every marketing company has done that, and every you know you see it, and they put it in a slide deck. They barely open it up. But for me, that's always been like the worst.
• 10:48
  Andy Halko: the worst presentation of what customer centricity should be. If you can slim your target audience to a 10 bullet points. And you think you're gonna build a great company and a great product and great marketing off of that.
• 11:05
  Andy Halko: it's just insane to me.
• 11:08
  Marcia Riner | Profit Booster®: So then tell me, where do you think the buyer centric persona
• 11:12
  Marcia Riner | Profit Booster®: should be, or should we even not be looking at a persona? But maybe a
• 11:18
  Marcia Riner | Profit Booster®: I don't know. Maybe a
• 11:20
  Marcia Riner | Profit Booster®: a freeway, or a funnel that goes back and forth constantly.
• 11:24
  Andy Halko: Yeah, well, that's kind of my whole thing is that the twin I've created the twin, and I believe that we need to evolve from personas to twins, and AI allows us to do that. Personas are flat. They're static, they're, you know, limited to me. The evolution of a twin is that we can use AI to create something that is in depth.
• 11:51
  Andy Halko: that is sophisticated and agile, and that we can actually interact with, we can ask it questions. We can give it things and say, Give me feedback on this. You know we are now in a time where we can create a clone of our customer.
• 12:08
  Marcia Riner | Profit Booster®: Literally.
• 12:09
  Andy Halko: Litter.
• 12:10
  Marcia Riner | Profit Booster®: At all.
• 12:11
  Andy Halko: And be able to constantly be testing our ideas and getting feedback. And so now for companies that want to be customer centric, which I believe you need to be.
• 12:24
  Andy Halko: You are in a time where you have the greatest capability in the world to make it easy to do this.
• 12:34
  Marcia Riner | Profit Booster®: Wow! Okay. 1st of all, I'm all in. I love it. I tell people all the time that I'm dating Chad Gpt, and that you know we're going to get married soon, because if he only had arms, I mean he'd make the perfect, the perfect partner right.
• 12:49
  Andy Halko: Don't worry. It's coming.
• 12:51
  Marcia Riner | Profit Booster®: I know right? It might be a little meddly and cold. But yeah, it's it's like this, this creation of having the opportunity to communicate right
• 13:03
  Marcia Riner | Profit Booster®: and get that feedback and test ideas. I think it's really shortened the curve that we used to spend thousands and thousands of dollars and time, you know, trying to gather this data that you know about our ideal clients when there's so much data available. Now you have to check it and and review it, and that kind of stuff, but I mean it gives you kind of
• 13:27
  Marcia Riner | Profit Booster®: the direction and the feedback. And so when you talk about a twin.
• 13:32
  Marcia Riner | Profit Booster®: Fill me in a little bit more on what you mean. A twin.
• 13:36
  Andy Halko: Yeah, I actually created a platform called Buyer Twin. And what you do is you go up and you
• 13:43
  Andy Halko: determine a segment, a size, a location job title. And then you use AI to actually enrich that. And you could do this in Chat Gpt, or whatever it might be as well. But obviously we make it a little bit easier. But it's creating this hyper accurate version. And so you can pull in data from customer systems. You can use AI, and and we use a lot of Apis to pull in data.
• 14:13
  Andy Halko: And it's about trying to create a really accurate version of who you want to influence.
• 14:20
  Andy Halko: Then, being able to now make that actionable where in our platform you can actually put in a URL for a landing page. Let's say you're creating a campaign and say, Give me feedback on this and that target buyer will tell you this is what I like. This is what I don't like. Here's what I would change on the page. Here's whether I would actually convert if I landed there.
• 14:46
  Andy Halko: And so now, before you actually send something out to the real people you want to influence, you can at least have a clone. Tell you this is where you potentially are off, and what I would add or remove to get me to take action, and so.
• 15:03
  Marcia Riner | Profit Booster®: Hi.
• 15:04
  Andy Halko: Type of capability that I think evolves us from the persona to the twin, which is something in.
• 15:10
  Marcia Riner | Profit Booster®: Wow.
• 15:12
  Marcia Riner | Profit Booster®: you know. And I think that's important. It sounds like, you know, it's not just a prompt of like. Oh, give me the top, you know. Blah blah, or write me an ad for this. You're actually through your product. You've trained the the agent to be able to know exactly what you're looking for and what we call seasoning. And you're putting in your information and your best clients information. And you're really building that
• 15:38
  Marcia Riner | Profit Booster®: that like you, said the Twin, that will actually be able to
• 15:43
  Marcia Riner | Profit Booster®: process data and give you the feedback before you go spending money. Because
• 15:48
  Marcia Riner | Profit Booster®: if anybody spent money with ads before they know there's you spend a lot of money up front to get data and test the system. And you know, and 6 months later you still don't have a client out of it. It's it's crazy. But this way you can shorten the curve. It sounds like in in.
• 16:07
  Andy Halko: Yeah. And I mean, it's all about turning them into a role playing scenario, right?
• 16:14
  Andy Halko: Really spent a lot of time thinking of ours, of make sure that it is really seeing from its point of view, it's using that data that we've collected and prioritized to understand, like how they view the world, and then we give them some context of the company that you are, and it is very much like you have a customer sitting next to you that has an idea what your business is, and you just showed them an ad. And you said, Hey.
• 16:43
  Marcia Riner | Profit Booster®: Wouldn't think.
• 16:43
  Andy Halko: Yes.
• 16:44
  Andy Halko: and you're getting that feedback right there. And so I really do think for anybody that is trying to
• 16:54
  Andy Halko: get over a plateau or improve what they're doing in product marketing or sales. This concept of a twin. However, you do. It
• 17:02
  Andy Halko: is a game changer.
• 17:05
  Marcia Riner | Profit Booster®: It sounds like it. So when we're we're when we're sitting in front of our quote Twin right? And we're giving them our data. Does it help to give them? Maybe our competitors, data as well.
• 17:17
  Andy Halko: Yeah, I think, pulling in your competitors. It's interesting. Our twins, too. You can. It will actually suggest competitors. And then you can have it, evaluate them and say, this is what I really like about this competitor.
• 17:32
  Andy Halko: and that's something to say. Oh, wow! They said that they really love that there's testimonials on the homepage. We don't have any, so we've got to do that. And so I think you know, really giving them that ability to give you insight into what they're seeing about. Your market
• 17:48
  Andy Halko: is a key point as well, for sure.
• 17:51
  Marcia Riner | Profit Booster®: This is so good. But if if we circle back here because we got into the into the details of of understanding the the twin right, and how to gather information and and help you be better marketer. With that
• 18:06
  Marcia Riner | Profit Booster®: the ultimate idea is still going back to asking, Well, what does the customer really want? Yeah, right?
• 18:14
  Marcia Riner | Profit Booster®: And and how you can. Then with this data.
• 18:18
  Marcia Riner | Profit Booster®: come back and go. Well, it sounds like customer. You're looking for this and this and that, and then you're a lot closer to that testing mark. So then those people start raising their hands more often.
• 18:30
  Marcia Riner | Profit Booster®: and your marketing dollar goes farther right.
• 18:33
  Andy Halko: Yeah. And I, you know, it's interesting that you say that because I think some people can be skeptical of what AI produces. But I found a really unique benefit to it is that
• 18:45
  Andy Halko: I don't know about you if you've ever done customer surveys or spoken to them, but they tend to hold back.
• 18:53
  Andy Halko: or they over over, you know, positive, have little Rose colored glasses on? Because if you say like, what could I do better? They're gonna be like, oh, you were great! But maybe you know, you could have gotten me coffee faster, right? It's.
• 19:09
  Marcia Riner | Profit Booster®: Then you spend thousands on coffee and wanted.
• 19:13
  Andy Halko: And the interesting thing that I see with AI is if you train it right and you ask the right questions, and it's using so much information it can actually provide you these really great insights that you might not get from asking someone directly. And one of the reasons, I think that, too, is. There was a book years ago from someone at Google where it talked about, you know, no one is honest in surveys, even if they're anonymous.
• 19:42
  Marcia Riner | Profit Booster®: Exactly.
• 19:42
  Andy Halko: But where they are honest is in Google searches. And if you would look at someone's Google search, it would tell you everything because they don't lie in a Google search. If you're looking to figure out your health, you are writing in your exact
• 19:58
  Andy Halko: symptoms. But if you go talk to the doctor, you might be a little embarrassed.
• 20:03
  Marcia Riner | Profit Booster®: Wow! What an insight! I've never heard that one before! That's powerful.
• 20:09
  Marcia Riner | Profit Booster®: But you know, to kind of circle back to your testimonial and surveys things. It's like every one of my testimonials like they didn't give me the answer I was looking for? Right? So I'm like, do I coach them? Do I kind of? Do you mind if I zhuzh this up for you? Can I fix this because you rattled on about something else? And I really wanted to point out this part of it.
• 20:29
  Marcia Riner | Profit Booster®: you know. I mean, they're never. That's why it's like, I don't put a lot of weight in testimonials, right? Or even the Yelp reviews, because, you know, if you if you're you know, if your pizza was delivered cold, they gave you a 1 when the pizza, 99.9 9% of the time, and you replace the pizza, and they still gave you one. Right? So. But but I think that
• 20:52
  Marcia Riner | Profit Booster®: I think that having that twin to really drive that information, not to go back into your AI, but to go back into your AI, right it just wow! That really gives you the stuff that you really want to make that decision, because they're not going to tell you the truth. Anyways.
• 21:08
  Andy Halko: Yeah, I think it's an interesting. And I always tell people I like the balance right? Like we have the ability that you can send a survey out and grab some information. I think it's good to gain real feedback. Take transcripts of calls and summarize them, and so real information is good. But I also think letting AI do some of the things that it can be really good at, which is.
• 21:33
  Andy Halko: you know, be unbiased. Really, look outside the box and say, You know, you can. Prompt.
• 21:40
  Andy Halko: prompted correctly to really have it. Think like that person, but give you the answers that you might not typically get from them. And so I think, like that balance is so powerful that for people that say like, I only want to hear directly from a customer, and I don't trust AI. That's the wrong answer. And I also think for people that say, like, I'm only going to use AI, and I'm
• 22:03
  Andy Halko: you know I'll ignore my customers. That's the wrong answer, too.
• 22:06
  Marcia Riner | Profit Booster®: I love the balance line, because, you know, we we both know that there are many customers or real many listeners that that do believe that right? And and I think, having that balance gives you that that blend of both. Right? As you said. So, okay, so when we're talking about buyer centric, right? And we find out that our widget or service is not exactly what the buyer is looking for at this time.
• 22:37
  Marcia Riner | Profit Booster®: What do you recommend when you find that, do you?
• 22:40
  Marcia Riner | Profit Booster®: You know, total retrofit, or like
• 22:44
  Marcia Riner | Profit Booster®: you're you're done. Close the business it's over. Go cry. Some players in the corner.
• 22:49
  Andy Halko: Well, I think that validation is a is a journey right? You learn, and you adapt. I don't think any business that you know. You find out that something's not liked, and you you adapt what you're doing. I think evolution is better than putting your head in the sand and doing nothing
• 23:08
  Andy Halko: so getting that feedback. And and I think that's what stops a lot of people is, they're afraid
• 23:13
  Andy Halko: to hear that the amount of like startup founders that I've had conversations with that. I can just sense the fact that they didn't do enough research. And they didn't talk to enough people is that they didn't want their idea to get destroyed.
• 23:28
  Marcia Riner | Profit Booster®: Their baby right.
• 23:29
  Andy Halko: Baby, and so.
• 23:31
  Marcia Riner | Profit Booster®: Tenness.
• 23:32
  Andy Halko: But that is just ruinous, and I.
• 23:36
  Marcia Riner | Profit Booster®: I have to agree. You know I've got a client that or past client we have recently parted. Thank goodness, that was so living in yesterday, because yesterday he had fantastic SEO and ranked really high for his for his service, and did really well, and things flatlined. And now they're negative lining, and he's spending so much time, energy, and effort changing, chasing something that
• 24:06
  Marcia Riner | Profit Booster®: in my recommendation was kind of dying in the current form, and he had to
• 24:14
  Marcia Riner | Profit Booster®: evolve and innovate in his marketing as well as his product offering. And I kept getting this the entire time because he's like, no, it's that problem. I'm not the problem. I'm the greatest, latest. I'm fantastic, and people will spend lots of money with me, and I'm like.
• 24:34
  Andy Halko: Yeah, it's 1 of those, I think the same thing that gives you that
• 24:38
  Andy Halko: ability to start a business and to run a business. That confidence, a little bit of ego, you know. Obviously you go through bad times as a business owner, I have, and you have.
• 24:51
  Marcia Riner | Profit Booster®: We all have.
• 24:52
  Andy Halko: Lens of like. I've got to keep going.
• 24:55
  Andy Halko: but that can hold you back. And I really believe that business owners especially need to be open minded. They have to leverage that confidence, to keep them moving forward and achieve great things, but they also have to open their ears and really listen to what the market is saying and what other people are saying.
• 25:15
  Andy Halko: And it's okay to parse that and say, I agree with this, or I, you know don't agree with this, and I'm gonna make my decision. But it's the folks that don't even listen.
• 25:26
  Andy Halko: that are just, you know, set for failure.
• 25:30
  Marcia Riner | Profit Booster®: For sure, and I think that goes back to you know the original part of our conversation, you know, or opening line of our conversation that you've got to innovate to match where your customers are, not, where you want them to be, but that that famous I'm a hockey fan, so that famous Gretzky move is you got to go? You know where the Puck you think the Puck's gonna be, not where where the guys letting it go off a stick, you know, and it's like
• 25:55
  Marcia Riner | Profit Booster®: I. We have to think that way with our business and and innovate our business
• 26:01
  Marcia Riner | Profit Booster®: model offering delivery, you know. Maybe it's the way we talk to our customers. Maybe it's.
• 26:09
  Andy Halko: So. I love the.
• 26:10
  Marcia Riner | Profit Booster®: Yeah, maybe it's the payment methods that they're paying. They they want to pay it early rather than later. You know, they want to pay it online. I have a gym that will not let you change your payment. Card online, you have to physically call them. And I'm like, Are you guys stuck in the nineties.
• 26:28
  Andy Halko: Right.
• 26:28
  Marcia Riner | Profit Booster®: You know it's.
• 26:30
  Andy Halko: And I find it interesting. I I was just telling this story about innovation. And you know they talk about Apple and the iphone. Or you say Ford? And he would, he said. You know, if I asked people what they wanted, they would have said faster horses.
• 26:44
  Marcia Riner | Profit Booster®: Right.
• 26:46
  Andy Halko: And some people use that as a way against this customer mindset. But I actually think that's not true. If you would have asked people what they wanted. It was to have a way to get to their family quicker. It was a way that they wouldn't have to stop to rest the horses because it made the trip longer. It was something, you know. It's all these things that are emotional motivators to the customer.
• 27:14
  Andy Halko: And then what you build to solve. It
• 27:17
  Andy Halko: might be something they've never seen before, but it's still rooted in pains and challenges and motivations of a human being. So I always say to people that say like, Well, if Ford or Steve Jobs would have, you know, listened to the customer, we would have never had these things. Well, no.
• 27:37
  Andy Halko: they listened to the customer, and then they created the thing the customer had never seen before to solve the problem that the customer had.
• 27:45
  Marcia Riner | Profit Booster®: Or didn't know they had at the time, and now they want right.
• 27:48
  Andy Halko: Exactly.
• 27:49
  Marcia Riner | Profit Booster®: Yeah.
• 27:49
  Andy Halko: So I think that idea of innovation is great and we're all smart. But if it doesn't root.
• 27:58
  Andy Halko: Humans want.
• 28:00
  Andy Halko: It doesn't matter how innovative you are.
• 28:02
  Marcia Riner | Profit Booster®: That's the dots connecting that so many people Miss.
• 28:08
  Andy Halko: I, yeah, please.
• 28:11
  Marcia Riner | Profit Booster®: I was just going to say it's it's that. It's that thing that they want and need, whether they realize it or not.
• 28:16
  Marcia Riner | Profit Booster®: You know if you could be a visionary and create something they don't want yet, but they're going to really like, you know, that's on the outer edge. But at the same point you're delivering.
• 28:28
  Marcia Riner | Profit Booster®: You're delivering a product that your customer wants to buy, or you're not really in business.
• 28:34
  Andy Halko: Yeah, I think innovation for this is really cool.
• 28:38
  Andy Halko: But it doesn't actually solve a problem or create an emotion.
• 28:45
  Andy Halko: Then you haven't done anything. And so I really think it has to be back to. It's about humans and to your point of that business owner that
• 28:58
  Andy Halko: you know, it's facing struggles
• 29:02
  Andy Halko: I would definitely advise like, go back to those customers and find out what they want, how they want it. And that's where you can shape your business and and see that trajectory change.
• 29:17
  Marcia Riner | Profit Booster®: Exactly, but some some people are just too blinded to to see the. They can't see the forest through the trees right.
• 29:26
  Andy Halko: I see it all the time.
• 29:27
  Marcia Riner | Profit Booster®: I know. I know that's that's definitely for sure. We both see it pretty frequently, and it's it's like it's such an it's such an interesting space to be in. I love it, though, Andy, this was really really good. And and the insights and the evolution that in today's time and space. We absolutely have to be buyer centric. We have to use
• 29:53
  Marcia Riner | Profit Booster®: creative ideas to shorten the speed, because
• 29:58
  Marcia Riner | Profit Booster®: the speed to delivery. If you're not doing it. Your competition truly is right. And so it's like, it's so great that you've merged the 2 ideas together to help people really market well and bring in the clients and customers that that you're able to help.
• 30:18
  Andy Halko: Yeah, it's definitely, I think that for me, I've always been a very strategic and also technology minded person. And I've kind of find found my Iki Guy, you can look that up if you want. But Iki Guy, where it really bridges all the things that I'm good at, which is taking the idea of this customer centric, which I really believe at my core philosophy. And now the technology that we have.
• 30:47
  Marcia Riner | Profit Booster®: Hmm.
• 30:48
  Andy Halko: Being able to merge those 2, to to create a a powerful way for companies to to really improve pretty much every aspect of their business.
• 31:00
  Marcia Riner | Profit Booster®: I love it. I love it. It's so exciting. We're in an exciting time, for sure, in in business, if you embrace rather than reject
• 31:08
  Marcia Riner | Profit Booster®: so, Andy, where can listeners find out more about you, your company and your buyer, twin.
• 31:14
  Andy Halko: Yeah, if they want to go to andyhalko.com. I've got, you know, my books and product and and all of that stuff there. I would also encourage people to look. I have a book coming out called The Omniscient Buyer, which I think is so powerful in the fact that we are about to face the biggest change in buying habits that we've ever seen in the world. Our buyers will be coming
• 31:39
  Andy Halko: to us with all of the knowledge they will do their discovery. In AI. They will ask for comparisons. They'll ask AI to give them a summary of the the reviews.
• 31:51
  Andy Halko: and so by the time they reach you to buy something they will know everything about you.
• 31:58
  Marcia Riner | Profit Booster®: Wow!
• 31:58
  Andy Halko: My book is all about. How do we need to evolve to deal with this whole new animal?
• 32:06
  Andy Halko: That is our buyer.
• 32:08
  Marcia Riner | Profit Booster®: Wow! That's that's exciting and scary all at once. Right.
• 32:12
  Andy Halko: Very much. So. Yeah, yeah.
• 32:14
  Andy Halko: Omniscient buyer. It should be a good one.
• 32:17
  Marcia Riner | Profit Booster®: I love it well done, and I love the forward thinking on this because we have to prepare.
• 32:24
  Andy Halko: We're we're in the greatest
• 32:26
  Andy Halko: period of change in a long, long time. And we are definitely in the either adapt or die for business.
• 32:35
  Marcia Riner | Profit Booster®: Oh, isn't that the truth? Wow!
• 32:38
  Marcia Riner | Profit Booster®: Okay. Listeners adapt or die, that's what that's the focus for, sure on this. Thanks so much for listening and tuning in today. I hope you got some valuable insights and actionable ideas that will help you make your business more profitable. And I know, looking at Andy's
• 32:57
  Marcia Riner | Profit Booster®: thought process and the way that he's able to connect the dots. If you can incorporate that buyer centric mindset and use some of the technologies that are out there, including his buyer twin, and his really cool book coming out to to shape your business.
• 33:16
  Marcia Riner | Profit Booster®: You're going to be ahead of the curve, and if you wait until next year to implement this, you're gone. You're lost right? It's got to be at speed right and not Fomo speed, but educated knowledge speed, so I would encourage you to open your mind.
• 33:36
  Marcia Riner | Profit Booster®: Think about your buyer, and and how you're delivering your offerings. I myself have evolved over the years, from one way, shape or form, to where my clients are telling me that that's what they need and want, right? And I and I would encourage you to do the same.
• 33:52
  Marcia Riner | Profit Booster®: All right. Well, if you're let's let's kind of wrap this thing up and keep going. And and if you're tired of that marketing. Right? That's complicated. Time consuming. Go check out the profit booster marketing hub. You can find that at profitboosterbiz, and don't forget to subscribe to future shows.
• 34:14
  Marcia Riner | Profit Booster®: You can always find profit with a plan on any of your favorite podcast platforms. We're looking forward to more great profitable information on next week's show. So until then make your plans and profit with them. Thanks so much, Andy. This was really good.
• 34:30
  Andy Halko: Thank you.