26 Oct, 2020

Seek first to understand, then to be understood.

October 26, 2020 | Business Growth, Conscious Business, Marketing Innovation

This is the 5th habit outlined in Stephen Covey’s iconic bestseller, The 7 Habits of Highly Effective People. It’s also the second secret in my 10 Sales Acceleration Secrets that we kicked off last week.

While I first read Mr. Covey’s book in the early 90s soon after it was published, it was not until 2016 that his 5th principle sparked the idea for one of my companies I currently run, called Smart Biz Quiz.

Here’s how it went down…

Our list, at that time, was around 10,000. While I was thrilled to have so many people raise their hand to see what I had to say about growing a successful business, something felt off.

I recently found the journal entry in which I posed this question that eventually spawned the birth of the entire company – Smart Biz Quiz.

“How can I truly serve my list when I don’t know who they are, where they are on their path or what they need to get to the next level of success?”

The answer came through in the form of Mr. Covey’s 5th principle that I had discovered two decades earlier… “Seek first to understand, Jane, only then can you be understood.”

Then, and even still today, marketing has become a one-way conversation, leaving people feeling invisible, misunderstood and unserved. It’s something I call “guru-centered” marketing.

In an effort to be seen, coaches, consultants, speakers and authors make their marketing all about them…

  • Click here and watch my video!
  • Click here and grab my special report!
  • Click here to discover my 5 steps to (fill in the blank here).

It’s one-way communication that fails to take into account who is on the other end of the message.

When I reflected on what I wanted instead, it was to create a deeper connection with those on my list.

My desire was to find a way to quickly and easily have a glimpse behind the curtain so I understood what was happening in their business.

Knowing where they are on their path, what missing pieces are holding them back and what goals they want to achieve would enable me to serve them at a higher level. From this vantage point, I would be able to personalize my communication, speak specifically to their unique needs and make offers that were no longer one-size-fits-all.

I’ll pause here and ask you this… Do you…

  • Truly know your tribe?
  • Know where they are on their path so you can speak uniquely to their needs, concerns and desires?

Whether you have 100 on your list or 100,000… the question is, do you know what they need so you can serve at the highest level?

This was the burning question I asked myself that gave rise to a tool we now use, and help clients use, to profile & grow their list, deepen their connection and ultimately, close their clients into products and services that are right for where they are on their path.

In short, we developed an online assessment tool that, in as little as 4 minutes, allows the individual to assess where they are on a scale of 1 to 10 on any given topic. It provides clarity as to whether they have mastered a particular element of success or have missing pieces that need their time and attention.

This process of helping prospects get clear about where they are works with any area of personal or professional development… health and wellness, relationship or career success. It can be used in the areas of parenting, leadership or sensuality. In short, any realm where humans want to achieve greater success can be assessed and measured through a well-designed assessment or quiz.

Perhaps you’ve heard of the importance of using surveys, quizzes and assessments in your marketing, but have not yet taken the leap. That’s OK. Harnessing this game-changing strategy is easier than you think. All you need is a well-designed assessment, easy-to-use assessment software and a strategy on how to put it to work in your business.

If you are open to discovering how assessments and quizzes can double and even triple your sales conversion, here is a simple next step to get you started.

It’s my Quiz Effectiveness Checklist:10 powerful insights that will help you harness the power of assessments to grow your list, create meaningful connections and close more of your ideal clients.

As I wrap up this week’s insight, seek first to understand, then to be understood, I want to share that not only has this insider secret enabled us to create revenues on-demand over the years, it has deepened the connection I have with the people on my list and in the end… isn’t that what business and serving our clients is all about.

Click here to learn how to create a high-converting quiz and then put it to work in your business.


Jane Deuber is a business strategist with 33 years and 7 successful start-ups to her credit and helped over 15,000 entrepreneurs experience greater fulfillment and improved profits through her programs and products. To learn how Jane and her team can help you expand your reach and increase profits, check out her two companies, Global Experts Accelerator and Smart Biz Quiz.