3. You know what you want, your sales team knows what it wants, and you have defined the production, management and sales team expectations, right? When was the last time you asked your customers, "What are your desired expectations?” Any answer but “just this morning” is the wrong answer.
All of the firms at these events stated that, at the end of their day, their moment of change, their defining business moment was the realization that their desired expectations had or were being met. Many assumed that their customers’ expectations were also being met. Guess again: in nearly ever study they developed, these firms within many verticals discovered that they had a long way to go to achieve a passing grade. Nearly all stated that they are profitable and growing. Could they, and you, grow faster if you just asked the single most important and correct question to your customer:
"What is your desired expectations and are they currently being met?"
A hint...the way and method you ask this key question can affect the answer, as the Romans once said, "cave ne emptor.”
I know of a few print providers that have combined all three findings and are in the black, gaining new business and growing. One print provider even moved to new space based, in part, on following their version of these three findings.
Listening is critical, understanding what you heard is also critical. But asking the correct questions, and understanding the needs of your customer and prospect base on a regular basis are the most critical of all. We live in a world of second-by-second updating of information and data. Why don't you live in a world that updates your clients’ desired customer expectations on a regular timeline?
You may not like what you will hear, but at least you will be advised of any concerns before you discover that your customers have left the building.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.