What is They Ask, You Answer?

More than anything, it’s a business philosophy.

It’s an approach to communication, company culture, and the way we sell as a business.

They Ask, You Answer starts with an obsession: What is my customer thinking?

And when I say “obsession,” I really mean that, and it extends past “What are they thinking?” to “What are they searching, asking, feeling, and fearing?”

Some companies think they understand these questions, but the fact is most do not.

And having a set of defined “buyer personas,” at least the way many are defined, doesn’t count as sufficient either.

When an organization embraces They Ask, You Answer, they believe it’s their duty to be the teacher, the go-to source within their particular industry. One that’s not afraid to answer any and every question the prospect or customer may have. For them, it’s a moral obligation to do this, regardless of whether the question is perceived as good, bad, or even ugly.

But not only are they willing to address these things better than anyone in their space, they also allow it to dictate the direction of their business as the future unfolds. Because they are so keenly in tune with what the marketplace is thinking, feeling, and asking, they see where their business model needs to go, evolve, and head toward.

Throughout the remainder of this book, we cover—extensively—this philosophy of They Ask, You Answer. You’re going to not only see its dramatic impact on River Pools and Spas, but you’re also going to watch its impact on multiple companies from various industries (B2B and B2C) around the world. And not only that, but you’re going to see how this philosophy goes well beyond the scope of “Internet marketing” and transcends every element of your business philosophy. From online marketing and face-to-face selling to company branding—this is a way of doing business that could revolutionize everything about your company, your culture, and your bottom line.

In part 1 of the book, we look at They Ask, You Answer and its impact on your digital marketing efforts. In particular, we will be focusing on how it guides a company’s “inbound” or “content” marketing efforts. (For the sake of ease, these words are used interchangeably throughout the rest of this book.)

In part 2, we discuss how They Ask, You Answer affects the sales side of the business—from the way you sell, to your sales culture, and also the way sales departments are set up in general.

Next, in part 3, we discuss implementation of this methodology in your business, showing you the who, what, when, where, why, and how to make it all work.

And then finally, in part 4 of the book, we take some of the commonly asked questions most organizations ask upon hearing this approach to business, and answer each one so as to resolve any concerns and fill in any gaps you may still have—with the hope it will be the finishing touch to taking your business and brand—regardless of type, size, and so on—to a place of strength for years and years to come.