Are You Talking To Me?

In his July "Street Smarts" column in Inc. Magazine Norm Brodsky talks about listening to customers.   He cautions us not to assume that we "understand what our customers need better than they do."  This is an easy trap to fall in to.  As small business owners, we begin to believe we know what our customers need and stop listening to what they say.  The idea of listening to customers is as old as selling.  However, how often do you forget that?  I'm sure you've had the experience of meeting someone at a business function and finding them fascinating.  Upon reflection you realize that the conversation was all about you, your favorite topic.  Customers are no different.

Once you stop listening, you run the risk of becoming irrelevant to your customers.  I've seen both blogs and websites that trumpet the latest products for sale.  The sales information outlines why you should buy from a great company like theirs.  "We've been in business since 1955!"  "We have thousands of customers!"  Ok, that's good.  It shows that you can manage to stay in business.  That's no a small feat.  But it's not enough, not in 2006 where the choices are endless. 

What your customer needs to know is what they are going to get if they buy your product (the popular "WIIFM"—what's in it for me.)  Will they be smarter, faster or richer?  Find out what your customer really wants and try to supply it.  I'm not talking about phantom promises.  I'm talking about tangible returns.  The only way to know is to constantly ask, poll and check with customers.  Put a survey on your blog today and see what you learn.

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