Bob Serling is the Founder of Licensing Lab, a consulting firm that helps companies understand why customers buy and how to create marketing that drives more sales. He is a buying behavior specialist known for uncovering the real motivations behind customer purchasing decisions. Bob pioneered the Customer Created Framework, a customer-driven approach to developing products, offers, and marketing strategies. He has spent more than 35 years helping businesses improve customer experience, increase conversions, and accelerate growth.

In this episode…

Many businesses struggle to understand what truly motivates customers to buy. As a result, they create products, services, and marketing messages based on assumptions rather than real customer insights, leading to missed opportunities and underperforming campaigns. How can companies uncover what customers actually value and use that knowledge to drive growth?

Bob Serling, a buying behavior specialist and founder, explains that the key is regularly speaking with customers to understand their experiences, frustrations, goals, and buying motivations. He recommends asking what challenges led customers to seek a solution, what alternatives they tried that failed, and which aspect of a product or service they would never want to lose. Bob emphasizes that businesses should focus on customer experiences rather than features, incorporate customer feedback into marketing and product development, and use AI as a research tool to supplement — not replace — direct customer conversations.

In this episode of The Customer Wins, Richard Walker interviews Bob Serling, Founder of Licensing Lab, about uncovering the real reasons customers buy and using those insights to improve marketing and customer experience. Bob discusses why most marketing offers fail, how customer feedback can dramatically increase revenue, and the role AI can play in supporting customer research and market analysis.