Why Customers Ignore Good Products

What if the reason customers aren't buying has nothing to do with your product, and everything to do with the assumptions you're making? In this episode of Technically Human, Dr. Tracy Shroyer sits down with revenue system architect Kristin Zhivago to explore the gap between what businesses think customers want and what buyers actually need. Kristin shares insights from interviewing thousands of customers and explains why understanding buyer desires, concerns, and questions can transform your sales process. Together, they discuss sales stoppers, customer research, AI's role in business, and why human connection remains essential in a technology-driven world. Whether you're an entrepreneur, business leader, marketer, salesperson, or simply curious about how people make decisions, this conversation will challenge the way you think about selling and serving customers. In This Episode You'll Learn: Why assumptions hurt sales and marketing The concept of "buyer truth" and buyer mindset How to uncover customer desires, concerns, and questions Common sales stoppers that slow down growth Why Amazon excels at customer experience How AI is helping—and hurting—business decision making Why human connection still matters in an AI-powered world About Technically Human Technically Human explores the intersection of technology, leadership, career growth, and what it means to stay human in a rapidly changing world. Hosted by Dr. Tracy Shroyer, business professor, career strategist, researcher, and founder of Career Compass. Learn more at www.careercompassusa.com. Connect with Tracy: www.tracyshroyerphd.com Want to learn more about Kristin Zhivago? Visit https://zhivagopartners.com/ #TechnicallyHuman #CustomerExperience #MarketingStrategy #SalesStrategy #BusinessGrowth #Leadership #ArtificialIntelligence #BuyerBehavior