Your customers must be respected, but you can't take everything they say as gospel. Sometimes they can lead you wrong.
Yeah, you read that right.
Don’t listen to your customers. At least don’t take what they say as gospel.
Of course, you must talk to them, feel their pulse, ask them questions, get their feedback and all that good stuff. That is the definition of customer intelligence.
But the flip-side of customer intelligence is that your customers don’t have all the answers.
In many ways, they don’t know jack about jack.
We humans are notoriously bad at explaining or understanding our motives or actions. And we’re often unaware of our personal biases or the external influences which shape our view-points.
That’s why we make such poor eye-witnesses. Ask any criminal justice insider about the reliability of eye-witness testimony. We literally make stuff up but believe in our hearts that this is what we saw.
Then at times, we deliberately hide our beliefs. Remember how the professional pundits got their predictions oh-so-wrong before the 2016 US General Elections?
Well apparently, many Trump supporters hid their true voting intent when answering questions from often left-leaning pollsters or journalists.
That’s an important lesson. Don’t act on what your customers say…. act on what they do.
You think all your subscribers are potential customers because they’re on your list? Think again, my friend. Some people may not have bothered to unsubscribe, but they haven’t opened one of your emails in months.
On social media, some people will shower everything you post with likes, but they will never click through to your landing page. And of course, there are those who fill shopping carts with products, but never press the button for the sale.
Steve Jobs might have sounded like an arrogant jerk when he said that “it’s not the customer’s job to know what they want.” But the guy clearly had a point.
People don’t really know what they want. Make it your job to show them. I’m not telling you to disrespect your customer. After all, without them, you have no business.
But you need to know when to listen to them …and when to tune them out.
Gaining a deep understanding of your customer is a critical part of growing any business, especially if you’re marketing online.
Drilling down on who you serve is part of what I help my coaching clients do to build their authority brand foundation.
But I also teach that leading with authority means understanding that your clients need direction. They want someone to show them the way.
As legendary marketer Jay Abraham says, “People are silently begging to be led.”
You need to stand up as a leader, especially in these unpredictable times.
hat means becoming crystal clear on your values, positioning and messaging.
Know who you are, who you serve, what you bring to the table and how to package your unique process and story.
Get these fundamentals right and you can lead a movement.
Henry Ford famously said that if he had asked people what they wanted, they would have said “faster horses.”
So, don’t rely too heavily on client feedback. Seabiscuit can’t take you where you want to go.