EP336 Make It Easy to Buy - Fix the Friction Killing Your Revenue.

Make It Easy to Buy: Fix the Friction Killing Your Revenue

EP336 Profit With A Plan Podcast

Released, February 10, 2026

Guest: Kristin Zhivago, CEO of Zhivago Partners, a revenue growth services firm.

Host: Marcia Riner, CEO of Infinite Profit® a business growth strategist

🎯 Episode Summary 

If your marketing sounds right but sales feel harder than they should, there’s a good chance friction is sneaking into your buying process. In this episode, Marcia talks with Kristin Zhivago about why branding is a promise, and how your revenue rises or falls based on whether customers feel that promise is kept. You’ll hear why customer interviews beat assumptions every time, and how a small handful of conversations can reveal the real reasons people buy.

🎥 What You’ll Learn

• Why branding is the promise marketing makes on your company’s behalf
• How buyer mindset shapes the messages and channels that actually work
• Where “sales stoppers” show up right when buyers are ready to say yes
• Why surveys often confirm assumptions instead of revealing truth
• How 5–7 customer interviews can uncover patterns you can act on
• How scrutiny level changes the buying journey and your marketing approach

⏱️ Timestamp Highlights

[00:07]   Marketing is a promise, and your brand keeps or breaks it
[03:04]   What “sales stoppers” are and how they slow down buyers
[04:28]   The weight-loss paradox: everyone knows, few actually do it
[06:11]    Branding defined: promises made vs. promises kept
[08:34]   Buyer mindset framework: desires, concerns, questions
[13:23]   Why surveys fail: assumptions turned into questions
[14:00]   Why AI can’t replace real customer interviews yet
[16:28]   Why founders should not interview their own customers
[17:37]    How long interviews take and why 30 minutes works
[19:11]    How to anonymize feedback and spot bankable trends
[22:17]   What to do if you don’t have customers yet
[26:06]  The 4 scrutiny levels that change how people buy
[31:01]   The real job: make it easier for customers to buy
[33:06]  “Amazon expectations” and what buyers now demand

🔗 Resources & Links

https://ZhivagoPartners.com
https://ZhivagoPartners.com/mindsetguide

 

💼 About Marcia Riner & Profit With A Plan

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit https://InfiniteProfitConsulting.com

🚀 Profit-Driven Resources 

💰 Profit Booster® Podcast Monetization Hub
Turn your interviews into a client-generating machine without adding more work to your plate.
https://ProfitBoosterPod.com

📈 Profit Booster Growth Map
Get your next 3 moves to drive profitable growth.
https://ProfitBooster.biz/GrowthMap

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