We do so much work trying to persuade our customers to buy from us that we often forget that they hold the answers to our success. If we provide a good product or service and we have our customers’ interests at heart, they’ll want us to do well and they’ll want to build relationships with us. In short, they’re rooting for us.

– Want to know what success looks like for your customer? Ask the customer what they’re trying to achieve, what’s stoping them from getting there, and what they require to remove the barriers.

– Want to know why you won the deal, so you can improve your offering? Ask the customer.

– Want to know why you lost the deal, so you can improve your offering? Ask the customer, but make it easy to get honest feedback by sending someone not involved in the deal, because it might be personal.

– Want to know how you can sell better? Ask the customer how they want to buy.

– Want to know what products and services to develop next? Ask the customer. They may not know what the next big thing is going to be, but they know what’s big for them right now.

– Want to know how much to charge? Ask the customer what they’re prepared to pay.

If in doubt, customer will out, to paraphrase Mr Shakespeare…

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