{"id":14324,"date":"2026-07-14T11:30:39","date_gmt":"2026-07-14T09:30:39","guid":{"rendered":"https:\/\/x-group.de\/generate-more-leads-why-revenue-only-comes-from-the-right-customer-perspective-entwurf\/"},"modified":"2026-10-13T15:06:00","modified_gmt":"2026-10-13T13:06:00","slug":"generate-more-leads-why-revenue-only-comes-from-the-right-customer-perspective","status":"publish","type":"post","link":"https:\/\/x-group.de\/en\/generate-more-leads-why-revenue-only-comes-from-the-right-customer-perspective\/","title":{"rendered":"Generate more leads: Why revenue only comes from the right customer perspective"},"content":{"rendered":"<div id=\"xg-preview-v2\">\n<header class=\"xg-head\">\n<div class=\"xg-wrap xg-head-inner\"><a aria-label=\"X-Group homepage\" class=\"xg-logo\" href=\"https:\/\/x-group.de\/en\/\"><img decoding=\"async\" alt=\"X-Group\" height=\"47\" src=\"https:\/\/x-group.de\/wp-content\/uploads\/2023\/06\/X-GROUP-logo-250x86.png\" width=\"126\"\/><\/a><button aria-controls=\"xg-main-nav\" aria-expanded=\"false\" class=\"xg-menu-toggle\">Menu<\/button><\/p>\n<nav aria-label=\"Main navigation\" class=\"xg-nav\" id=\"xg-main-nav\">\n<details>\n<summary>Financing<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/startup-financing\/\">Start-up Financing<\/a><a href=\"https:\/\/x-group.de\/en\/kfw-startgeld\/\">KfW StartGeld<\/a><a href=\"https:\/\/x-group.de\/en\/financing-rejected\/\">Financing Rejected<\/a><a href=\"https:\/\/x-group.de\/en\/business-acquisition-financing\/\">Business Acquisition<\/a><a href=\"https:\/\/x-group.de\/en\/restaurant-financing\/\">Gastronomy<\/a><a href=\"https:\/\/x-group.de\/en\/restaurant-acquisition-financing\/\">Restaurant Takeover<\/a><a href=\"https:\/\/x-group.de\/en\/medical-practice-acquisition-financing\/\">Practice Takeover<\/a><a href=\"https:\/\/x-group.de\/en\/pharmacy-financing\/\">Pharmacy<\/a><a href=\"https:\/\/x-group.de\/en\/retail-financing\/\">Retail<\/a><a href=\"https:\/\/x-group.de\/en\/trades-business-financing\/\">Craft Business<\/a><a href=\"https:\/\/x-group.de\/en\/financing-check\/\">Financing Check<\/a><\/div>\n<\/details>\n<details>\n<summary>Funding<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/startup-grant\/\">Start-up Grant (Gr\u00fcndungszuschuss)<\/a><a href=\"https:\/\/x-group.de\/en\/avgs-startup-coaching\/\">AVGS Start-up Coaching<\/a><a href=\"https:\/\/x-group.de\/en\/bafa-consulting\/\">BAFA Consultancy Funding<\/a><a href=\"https:\/\/x-group.de\/en\/funding\/\">Overview of Funding Options<\/a><\/div>\n<\/details>\n<details>\n<summary>Services<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/services\/\">All Services &amp; Packages<\/a><a href=\"https:\/\/x-group.de\/en\/business-plan\/\">Business Plan<\/a><a href=\"https:\/\/x-group.de\/en\/financial-plan\/\">Financial Plan<\/a><a href=\"https:\/\/x-group.de\/en\/services\/#module\">24 Advisory Modules<\/a><\/div>\n<\/details>\n<details>\n<summary>Best Cases<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/client-results\/\">Client Results &amp; Videos<\/a><\/div>\n<\/details>\n<details>\n<summary>About Us<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/daniel-schaefer\/\">Daniel Sch\u00e4fer<\/a><a href=\"https:\/\/x-group.de\/en\/team\/\">Team &amp; X-Group<\/a><a href=\"https:\/\/x-group.de\/en\/contact\/\">Contact<\/a><a href=\"https:\/\/x-group.de\/en\/links\/\">All Appointments &amp; Direct Links<\/a><\/div>\n<\/details>\n<details>\n<summary>Knowledge &amp; Free Resources<\/summary>\n<div class=\"xg-subnav\"><a href=\"https:\/\/x-group.de\/en\/knowledge\/\">Knowledge &amp; Guides<\/a><a href=\"https:\/\/x-group.de\/en\/downloads\/\">Forms &amp; Downloads<\/a><a href=\"https:\/\/www.youtube.com\/channel\/UCmlJMIv8lRTEkXNHcFzQtZw\/\">YouTube<\/a><\/div>\n<\/details>\n<\/nav>\n<p><a class=\"xg-btn xg-head-cta\" href=\"https:\/\/x-group.de\/en\/financing-check\/\">Financing Check<\/a><\/div>\n<\/header>\n<p><main><\/p>\n<section class=\"xg-page-hero\">\n<div class=\"xg-wrap\"><span class=\"xg-eyebrow\">Knowledge &amp; resources \u00b7 Germany<\/span><\/p>\n<h1>Generate more leads: Why revenue only comes from the right customer perspective<\/h1>\n<p>Original article: 2026-07-14. English translation. Programme details reflect the original publication date.<\/p>\n<\/div>\n<\/section>\n<section class=\"xg-section\">\n<div class=\"xg-wrap xg-article-body\">\n<div aria-busy=\"false\" aria-describedby=\"_r_c8_\" aria-label=\"Chat messages\" data-find-provider-scope=\"\" role=\"feed\">\n<div data-sizer-excess=\"0\">\n<div data-index=\"3\" data-last-message=\"true\">\n<div aria-label=\"Message 4 of 4\" aria-posinset=\"4\" aria-setsize=\"4\" role=\"article\" tabindex=\"0\">\n<div data-test-render-count=\"1\">\n<div class=\"group\">\n<div class=\"group relative relative pb-[var(--msg-assistant-pb,0.75rem)]\" data-is-streaming=\"false\">\n<div class=\"font-claude-response relative leading-[1.65rem] [&amp;_pre&gt;div]:bg-bg-000\/50 [&amp;_pre&gt;div]:border-0.5 [&amp;_pre&gt;div]:border-border-400 [&amp;_.ignore-pre-bg&gt;div]:bg-transparent [&amp;_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&amp;_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&amp;_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&amp;_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8\">\n<div class=\"grid grid-rows-[auto_auto] min-w-0\">\n<div class=\"row-start-1 col-start-1 min-w-0\">\n<div class=\"min-w-0 pl-2 py-[var(--msg-pill-py,0.375rem)]\"><\/div>\n<\/div>\n<div class=\"row-start-2 col-start-1 relative grid grid-rows-[auto_auto] isolate min-w-0\">\n<div class=\"row-start-1 col-start-1 relative z-[2] min-w-0\">\n<div class=\"standard-markdown grid-cols-1 grid [&amp;_&gt;_*]:min-w-0 gap-3 standard-markdown\">\n<p class=\"font-claude-response-body break-words whitespace-normal\">\u00a0More leads, more customers, more revenue: Why you need to think from your customer&#8217;s perspective<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\"><em>By Daniel Sch\u00e4fer, Business Consultant &amp; Founder at X-Group<\/em><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\"><strong>In short:<\/strong>\u00a0Revenue is not generated by advertising alone, but by understanding the situation your leads are currently in \u2014 and why they need your solution to avoid ending up there themselves. Those who internalise this perspective win more customers without having to sell more.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">Contents of this article<\/h3>\n<ol class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-decimal flex flex-col gap-1 pl-8 mb-3\">\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">The most beautiful sentence in business \u2013 and what really lies behind it<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">From fisherman to entrepreneur: Where do you cast your nets?<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">The psychology of every purchasing decision: Incoherence and coherence<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Why your customers really need you<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Your knowledge is your value \u2013 show it in your marketing<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Conclusion: Think like your customer<\/li>\n<\/ol>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">1. The best sentence in business \u2013 and what it really means<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">A good business friend regularly asks me, grinning broadly, what the best sentence in business is. His answer: revenue. And he is right \u2014 revenue is what keeps every business alive. However, many founders and entrepreneurs overlook a crucial intermediate step: revenue only comes from customer orders, and customer orders only come from leads \u2014 that is, from people who genuinely have a real interest in your service.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">So, if you want more revenue, you first need to understand how to generate more and better leads. And this is most reliably achieved when you develop a genuine awareness of your lead\u2019s perspective.<\/p>\n<blockquote class=\"ml-2 border-l-4 border-[hsl(var(--border-300)\/0.1)] pl-4 text-text-300\">\n<p class=\"font-claude-response-body break-words whitespace-normal\">&#8220;You only get revenue when you have customer orders. And you only get customers when you have generated leads.&#8221;<\/p>\n<\/blockquote>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">2. From fisherman to entrepreneur: Where do you cast your nets?<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">I like to compare the CEO\u2019s task of marketing to that of a captain on a fishing trawler. He stands on the bridge and must decide where to cast the nets: close to the shore, out at sea, in the shadow behind an island, or by a sandbank. Each decision has different consequences for the catch.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">You make exactly this decision as an entrepreneur when you place your advertising, your campaigns, and your communications in your market. For the &#8220;fish&#8221; \u2014 your prospects \u2014 to bite at all, you need to know where and when they are interested in you. This requires a genuine psychological in-depth analysis of what motivates people to entrust you with their money.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">3. The psychology of every purchasing decision: Incoherence and coherence<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">Neuroscientists such as Dr Gerald H\u00fcther put it succinctly: A person with an unresolved problem is in a state of\u00a0<strong>incoherence<\/strong>. In this state, the brain uses particularly high amounts of energy, because it is searching for a solution under pain or unmet needs. The brain\u2019s goal is to reach the opposite state:\u00a0<strong>coherence<\/strong>\u00a0\u2014 that is, satisfaction, happiness, and joy, the state in which it requires the least energy.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">A few everyday examples make this tangible: A woman with a bad haircut looks for a hairdresser for a perm or hair extensions. Broken shoes or neglected feet lead to the cobbler or the beauty salon. In every case, an unpleasant state \u2014 a deficiency \u2014 is restored to coherence: the need is satisfied, the pain eliminated.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">The path from incoherence to coherence always involves a service, a product, or a solution \u2014 something that is actively created to move the customer from their burdensome state to a new, satisfied state.<\/p>\n<blockquote class=\"ml-2 border-l-4 border-[hsl(var(--border-300)\/0.1)] pl-4 text-text-300\">\n<p class=\"font-claude-response-body break-words whitespace-normal\">&#8220;The path from incoherence to coherence happens through a service, a product, or a solution.&#8221;<\/p>\n<\/blockquote>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">4. Why your customers really need you<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">Take your car\u2019s brake pads: in theory, you could buy the tools and change them yourself. But you might lack the lifting platform, the specialist knowledge of which connector to loosen first, or how to remove the wheel. It is precisely this expertise, these tools, and this experience that can provide a real solution.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">Your leads have exactly this problem: they lack the skills, tools, time, or resources to move from incoherence to coherence on their own. You may know your customer&#8217;s emotional state \u2014 both their pain and their desired sense of happiness. However, what is even more important is that you clearly identify and have the courage to address why your customer cannot implement the solution themselves.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">5. Your knowledge is your value \u2013 showcase it in your marketing<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">You have invested in your education, worked for years, perhaps taken out loans to purchase machinery and equipment, and hired employees. This is precisely the value your customer draws upon to reach their desired state of happiness.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">In summary, your customer&#8217;s real problem is not only that they are in an uncomfortable, incoherent state \u2014 but that they lack the resources, time, money, or knowledge to get from A to B on their own. This is exactly what you offer. And this should be the focus of your entire marketing approach: your keywords, your ads, your creatives, your landing page, your content, and also your personal communication in sales conversations.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\">6. Conclusion: Think like your customer<\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal\">Be aware not only of the state your customers and leads are in and where they want to go. The real issue is that they cannot get there on their own \u2014 and you are the service provider who can help them do exactly that. Incorporate this message into all your communications and external presentation.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\">If you implement this consistently, you will find that customers approach you, leads call you, and you open your door in the morning to 10 or 20 new enquiries.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\"><strong>Ready to win more leads and customers?<\/strong>\u00a0If you need support in developing this concept and implementing it through modern channels such as social media and search engine marketing, we are happy to speak with you in a free initial consultation:\u00a0<a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/x-group.de\/en\/#kalender\">x-group.de\/#kalender<\/a><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\"><em>This entire marketing concept is always a matter for the management \u2014 as an entrepreneur, you must learn and understand it yourself before you can lead and commission service providers who actually deliver results focused on revenue and business growth. 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