The Mindset Shift That Will Transform Your Business

📘 They Ask, You Answer: The Mindset Shift That Will Transform Your Business

At Freedom BC, we talk a lot about clarity, communication, and consistency. This week, our book of the week – They Ask, You Answer by Marcus Sheridan – hits all three.

Here’s the simple truth: if your customers are asking questions and you’re not answering them, someone else is. And in today’s competitive market, the business that educates best, wins.

❓ So What’s the Big Idea?

Sheridan’s book isn’t just about marketing – it’s about mindset. It challenges business owners to stop “selling” and start teaching. Customers don’t want to be sold to. They want clarity, confidence, and control before they commit. And they get that through honest, transparent answers to their real questions.

This is something we coach our clients on every day: when you stop trying to “close the deal” and instead start building trust, your business naturally becomes the go-to.

🧠 The Business Coach Perspective

In coaching sessions, I often ask:

• What are your customers afraid of?

• What’s confusing about your product or service?

• What objections keep coming up?

Now ask yourself – have you addressed these openly on your website, in your proposals, or in your sales process?

Most business owners haven’t. And that’s a missed opportunity.

Sheridan identified five key content areas that customers always want to know about:

1. Pricing and costs

2. Problems with your product/service

3. Comparisons and alternatives

4. Reviews

5. Best-of lists or rankings

Be brave enough to tackle these head-on, and you’ll build a level of trust most of your competitors can’t touch.

🔧 How to Apply This in Your Business

Whether you’re a one-person team or managing a growing operation, here’s how to put They Ask, You Answer into action:

• Start a content bank: Collect every question your customers ask. Every sales meeting, every phone call, every email – write it down.

• Be radically honest: Don’t shy away from price or problems. Transparency is your superpower.

• Train your team: Everyone should understand your core message and how to deliver it with confidence and clarity.

• Measure trust, not likes: Success isn’t viral content. It’s content that makes your prospects say, “I trust these guys.”

🚀 Final Thoughts from the Coach’s Chair

This book is more than a marketing strategy – it’s a leadership tool. It calls for courage, accountability, and consistency. And that’s exactly what we help our clients develop.

At Freedom BC, we coach business leaders who want to build companies that are respected, trusted, and chosen – not because of flashy sales tactics, but because they lead with value and integrity.

So the question is:
Are you ready to stop selling and start educating?

Because when they ask… it’s your job to answer.

For more blogs from Freedom BC click here