Customers trust a guide that has a plan. If we position ourselves as a guide, our customer is already in a relationship with us.. When a customer is deciding to buy something, position our customer on the opposite edge of a running creek, you can hear the waterfall at the end and you have to identify the the thoughts that are going through our customers head of things that can go wrong if they cross the creek. Give our customers stepping stones that will safely allow them to cross the creek without falling down the waterfall. Guide gives the hero a plan. The plan creates clarity. Remove the sense of risk of getting involved with our brand or service. Guide people into what they want to do now. Give people step by step instructions that greatly increases our customers ability to cross the creek. When a customer is deciding to buy something, position our customer on the opposite edge of a running creek, you can hear the waterfall at the end and you have to identify the the thoughts that are going through our customers head of things that can go wrong if they cross the creek. It may be obvious to us, but it’s not obvious to the customer. Encourage customers. Pre and post purchase process plan. Show people how to integrate their life into our system. Alleviates confusion. Give customers they feeling that they can do/use our product with confidence. What steps do our customers need to take to do business with you. Define 3-6 steps that will alleviate our customers confusion. Simply their journey. Carmax rarely attacks the external problem of needing a used car, it attacks the internal problem of being taken advantage of. What’s the plan called?. Increase the perceived value of using our brand/service. Title our plan that frames it in our customers mind. Lift the fog, make things clear. They will need a call to action. Define the plan we want to implement that will ease our customers concern. What fears do customers have as it relates to our industry? What agreements can we implement to show them we can help with those fears?. Do you share unique values with our customers? Can those values be written down in agreement with them?