You Know Your Business but…

Filed Under (OP Sales Training) by Don on 21-05-2008

Do you know your customers?

You have spent countless hours running your business.  You dissect your reports to glean all the info you can to see where you can gain a few margin points of profit, or buy smarter or maybe you can save a little on the company insurance benefits.  The rising gas prices has you debating the issue of minimum order size or (gasp) a fuel surcharge to your customers.  All these issues are time and brain consuming issues that require your attention to keep your business running and making a profit.  I totally sympathize with all the small business owners and the issues you face every day. 

But while you are dealing with the issues of operating your business have you stopped talking to your customers?  I don’t mean your reps or inside customer service people, I mean YOU the business owner.  I was reading a recent survey that was startling.  According to the survey 75% of senior managers in most businesses NEVER have any direct contact with the customers.  Another study reports that 85% of all CEO’s and senior executives never have direct contact with their customers.  Although these same managers and executives believe their company does a good job of being customer-centric, why such a big disconnect between upper management and the end-user?  When was the last time you personally called your largest customer just to tell them thanks for their business?

You certainly don’t need me to tell you the importance your customers play in the success of your business.  I would however like to remind you that as human beings our number one desire is to feel appreciated.  So why don’t you set aside a few minutes of your day, every day, to personally see or call your customers just to say hello and thank them for being your customer!

The last word: “Yesterday is a cancelled check, tomorrow is a promissory note, today is the only cash you have – so spend it wisely.”– Kay Lyons



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