Are You Doing Your Spadework?

So What? Who Cares? Why You?

The "So What?" to this statement is all about "So What is the Problem you Solve?" And it's the customer's problem we care about here, not a general statement about industry trends and market forces -- you need to dig in and understand what's going on at every level of your customer's environment.

I know we all think we do this, but I was reminded of just how much spadework is needed to answer this question to its fullest.  This week I was on a customer call with a client and it dawned on me just how much more meaningful the call would have been if we knew this customer's inside-out.  Sure we know the obvious stuff, but what about what's beneath the surface.  How well do we know the rhythm of their business?  And the day to day challenges they deal with?  How much time are we spending really getting to know them?

The AH-HA moment for me was when the customer dropped a subtle hint that there are certain times of the year when they have their heads down and will not be looking at new solutions.  And when they come up for air, the window opens for a period of 2-3 months to do business.  A critical piece of knowledge about these customers that wasn't obvious.

If you're thinking this is stuff for sales guys, think again.  Your customer's rhythm affects your rhythm - shipping, marketing, sales, and most critical -- REVENUE.

So my advice today is to start digging deeper than you ever have before to learn about your customers.  Set up some focus groups, consider a customer advisory board, start blogging with them, or simply arrange a conference call -- we need to crank up the dialogue.

Enjoy your day wherever you are!

Wendy
author/advisor/lady with the flipcharts!
www.wendykennedy.com