How to Win Customers and Influence People: See It From Your Customer's Point of View

Introduction: The Secret of Influence

Henry Ford once said: "If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as your own."

In business, that means something simple but profound: stop focusing on what you want to sell, and start thinking about what your customer wants to buy.

This shift isn't just theory. For micro-SMEs, whether you're a builder, jeweller, coach, or designer, it's the difference between campaigns that fall flat and marketing that wins loyal customers.

In this blog, we'll unpack how to reframe your thinking, position your services around customer desires, and make your offers irresistible, not because you shouted the loudest, but because you spoke directly to what matters most to them.

Why People Buy: The Root of Human Behaviour

Carnegie reminds us: "Every act you have performed since the day you were born was performed because you wanted something."

That's as true for buying SEO as it is for buying coffee or shoes. Customers don't want your product or service in itself, they want the outcome, the feeling, the relief it brings.

• People don't buy drills. They buy the ability to hang a family photo.
• They don't buy SEO. They buy the phone ringing with new customer inquiries.
• They don't buy coaching. They buy confidence, clarity, and results.

The sooner a business owner shifts from selling features to selling outcomes, the sooner influence and sales follow.

Case Study: Lily the Jeweller

Take Lily, who runs a jewellery business. She doesn't want to "learn SEO." She's already running a Shopify e-commerce store and a physical shop. She's time-poor, frustrated by rising PPC costs, and desperate for sustainable, organic leads.

When she tried SEO agencies in the past, they talked about keywords, backlinks, and rankings, things that felt abstract and disconnected from her reality. What she wanted was simple: predictable revenue without pouring money into PPC.

That's the shift. She wasn't looking for "SEO software." She was looking for peace of mind and to grow her business in a way that made sense for her size.

Step 1: Ask More Questions Than You Answer

If you aspire to be a good conversationalist, Carnegie wrote, "be an attentive listener. To be interesting, be interested."

In sales or client conversations, this means:

• Ask customers what their biggest pain is.
• Listen intently without rushing to sell.
• Repeat back their concerns to show you understand.

Example: instead of pitching "We optimise your site with AI-powered SEO," say:

"You've mentioned that rising PPC costs are draining your budget, and you need a more stable flow of leads. Can I show you how others in your position have reduced ad spend while keeping sales steady?"

That's influence: leading with what they care about, not what you want to sell.

Step 2: Reframe Your Messaging

Many SMEs fall into the trap of leading with their own story, "We've been in business 20 years," "We're the best in the region," etc.

Customers don't care. They care about themselves, their survival, their stability, their growth.

Reframe your messaging so it speaks directly to those priorities:

• Instead of "Our platform does SEO automatically," say "We keep your phone ringing with new customers while you focus on running your business."
• Instead of "Affordable subscription," say "A stress-free way to secure steady leads without draining your budget."

When you frame your solution in terms of their life and their goals, you shift from talking at customers to talking with them.

Step 3: Let Customers Own the Idea

Another Carnegie gem: "When we have a brilliant idea, instead of making others think it is ours, why not let them cook and stir the idea themselves? They will then regard it as their own."

This is particularly powerful in service businesses. Instead of dictating, guide customers with questions that lead them to their own conclusions.

For example:

• "What would it mean for your business if you got two more leads per month?"
• "How would you feel if you didn't need to rely on PPC during Christmas?"

When they connect the dots themselves, the solution feels like their decision. That ownership makes commitment stronger.

Step 4: Think Like Bob and Beth

Hike's research into SME owners gave us two clear customer types:

• Bob (time-poor, overwhelmed): He wants done-for-you solutions that remove stress and deliver results without him lifting a finger.
• Beth (tech-comfortable, curious): She wants guidance. She values empowerment, clarity, and quick wins she can implement herself.

For Bob, marketing that says "Kit handles SEO while you run your business" hits home.

For Beth, messaging like "Here's a step-by-step SEO checklist to boost holiday traffic" makes her feel empowered.

See the difference? Both want SEO. But each needs to hear it in a way that fits their view of the world.

Appealing to Deeper Motives

Carnegie advised: "In order to change people, appeal to the nobler motives."

For SME or small business customers, those noble motives often include:

• Security for their family.
• Pride in their reputation.
• Freedom and independence as business owners.

When your messaging touches these deeper drivers, not just the technical product, you connect on a more human, emotional level.

Peak Season Example: Reframing Urgency

As Christmas approaches, many SMEs panic about missing out on sales. They're not looking for "tools." They're looking for reassurance: someone to cover the SEO while they handle orders, or guidance that gives them clarity instead of chaos.

That's why Hike's Prepare for Peak campaign focuses on urgency framed around their needs:

• "It's not too late to capture last-minute shoppers."
• "Stress-free SEO: done for you, while you run your busy business."
• "Here's your quick map to holiday traffic, simple steps you can act on now."

Each one is rooted in their point of view, not ours.

The ROI of Customer-Centric Thinking

Businesses, freelancers and small agencies that adopt this mindset see real results:

• Higher conversion rates (because the offer feels tailored).
• Lower churn (customers feel understood, not sold to).
• More referrals (people share businesses that "get" them).

This isn't soft psychology, it's a growth engine for small business owners.

Walk in Their Shoes

Carnegie urged us to always think from the other person's angle. For SME owners, that's the stepping-stone to long-term success.

When you:

• Ask more questions,
• Reframe your messaging,
• Let customers own the idea, and
• Appeal to what they truly value

You move from being a vendor to being a partner. And in crowded, competitive markets, like seo agencies, web development agencies, digital marketing agencies or full-service marketing agencies, that's how you win not just sales, but loyalty and influence.

So next time you're crafting an email, ad, or pitch, ask yourself: am I talking about what I want, or what they want?

Because influence starts with walking in their shoes.