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Are You Listening to Your Customers?

In today’s barrage of advertising, in what seems to be every medium possible, it’s easy to get lost in all the noise and commotion out there.  Today consumers are getting propositioned every time they turn on the TV, the radio, the computer, open a social networking website, visit a store, or even open a magazine.  Heck even friends and family are trying to convince you to make a purchase on something they just bought or saw somewhere. The point here is that consumers are overwhelmed as others tell them what to buy and what they need.

Ever stop to think if your customers were confused by the mixed messages and clutter in the marketplace that you are representing?  If you haven’t, you’re missing something.  Your customers just don’t want to be told what to do or what to buy. They are looking something much deeper than just the latest gadget, consumable good or traditional sales pitch. They are looking for someone to listen to them. Through listening to your customers, mixed with a few carefully crafted questions, you are able to uncover their true needs. Once you have identified what your customers true needs are you can then, and only then, confidently offer a product and or service.  If you take a second to think about it, how do we really know what would work best for a customer unless we’ve taken the time to ask questions, listen to, and understand their responses?

A listening first approach is critical to becoming more successful in sales. I prefer this approach any day to the typical approach on just selling your customers the “flavor of the day”; never once taking the time to ask questions uncovering what’s really important to them.  Once you have listened to your customers, and uncovered their needs you can then position a product or service that they not only like and will use, but one that also adds value to their life. It is this “value” piece of the equation that will reduce product returns and more importantly increase customer loyalty.

I really like the saying, “we were all born with two ears and one mouth and should be using those in that same proportion”, especially in sales. In addition to more success in the sales arena, this approach truly would be helpful in a marriage or any relationship for that matter.  I too am guilty for not listening enough at times in my marriage.  Had I followed my own advice all the time I could have avoided some unpleasant conversations (ok they were arguments) with my spouse, which for the record I did not win *laughs and shakes head*. We all have areas of opportunity we would like to improve, right?

Anyways… As I mentioned before, there is a lot of noise in the marketplace right now in just about every industry. Do everything you can to help your customers make the best choice; start by listening to them.

2 Responses to “Are You Listening to Your Customers?”

  1. Jim Raffel says:

    Does anyone ever really win an argument? (for sure not with a spouse) Loved the reminder of two ears and one mouth. One of my favorite sayings as well. Nice post my friend.

  2. Sharif Renno says:

    Thank you Jim! I completely agree that no one wins in a spousal argument…ever. :)

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