There’s a dangerous discussion taking place in many organizations.
I invite you to consider whether or not you are participating in this costly conversation.
It goes something like this…
You & your teammates are discussing your company’s products or services. You collectively consider your offerings to be inherently brilliant, yet sales are missing the mark. Everyone agrees that the value you offer is clear – it’s well worth a customer’s investment. People just “don’t get it.”
How’s this conversation costly?
Well, it may cause you to look for ways to shout louder in the marketplace, create catchier tag-lines, or try to go viral on social media.
These may or may not be the right moves. But, before you venture out to raise your voice, invest in copy writing, or make a viral video, might I suggest that you get your customer’s voice in the room?
Perhaps your customers aren’t as uneducated, foolish, or distracted as you think. Maybe they just need something different than what your solution addresses.
Questions to consider:
- Who is the true advocate for your customer in your organization?
- If someone does try to speak for the customer is he labeled a cynic or valued for speaking up?
- How might you better understand what your customer truly needs?
Patrick Leddin, PhD is a speaker, global leadership consultant, and The Wall Street Journal bestselling author of The Five-Week Leadership Challenge. Patrick is an Associate Professor at Vanderbilt University with a thriving leadership blog and podcast, and 25-years of leadership experience. He offers an unparalleled mix of academic rigor and real-world experience.