Let's say you own a business that sells a product or service to customers. Here is the simple question: When was the last time you (no NOT your VP of Sales & Marketing...YOU) got out from behind your desk and actually listened to your customers. And, no...we're not talking about the folks who have already "bought into" your product and/or service...I'm talking about those who do not buy...or who have quit.
Too busy? Nah...you just "think" you are.
Put away the graphs and charts. Shelve the "marketing report" offered up by the staff. Skip the business meeting with senior staff (who more likely than not are simply telling you what you WANT to hear) and leave your desk empty for a couple of days a month and get out there and listen.
You might be surprised at what you hear.
In the "heady days" of your company startup it was all about listening to your potential customers. After all, that's why you started the business. You were filling a void that existed...then. But, it's different now? What about that first customer...are they still yours? Are you listening to the needs of the consumer? You....not somebody else.
Here is a 1989 United AIrlines Television Ad that speaks to this issue. While it's a little dated (Fax???) it is exactly what I'm suggesting. Get out from behind the desk...visit with your current and potential customers (maybe even those who have left you) and listen.
Then bring that information back and let's get to work "touching" your customers with what they want and need....
Michael P. Libbie - Insight Advertising, Marketing & Communications - Where we get to do this with our clients every day...and....they are growing, even in this business climate.