Closing the Sale: The Secret to Understanding Your Customers Consider the moment your business was conceptualized, turning you from consumer to entrepreneur; you recognized a need for a product or service and took the steps to fulfill it in ways that haven’t been done before. After your business is formed, more than ever, it is important to remain immersed in your customer’s experience firsthand, in order to continue to grow and maintain your business. To better understand customer behavior, you must become your customer. Immerse Yourself in Customer Experience Get a more thorough understanding of your own business by becoming your own customer. Immersing yourself in the experience of utilizing your own business’ products and services allows you to better understand your potential customers’ mindset.