Carol McManus

This topic seems extraordinarily simple and, in fact, it is - provided one's ears are left open at all times and one's mouth is closed a significant part of the time. Two things have happened to me over the last month or two which has made this subject seem relevant if not urgent.

I had the privilege of conducting a series of customer focus groups for a client recently and found that their answers, while somewhat predictable, also included clues to some amazing things that the company could do at little or no cost yet would provide enormous customer satisfaction. The client was both surprised and reassured by many of the suggestions they heard. They are now off to the races with confidence that the allocation of resources will have a much stronger success rate and the risk of failure is greatly diminished.

I compared this experience to the political campaigns (both national and local) and started paying close attention to the message and the messengers. Very few candidates hold 'town hall' type events, and even if they do, they are doing it backwards. What if the candidates were to spend the time asking the audience questions and just let them talk? Wouldn't the speeches then stand a better chance of connecting? Instead, the vast majority of candidates use their air time (approximately 80%) telling the voters why they shouldn't vote for their opponent. The remaining 20% of time is left for their own empty platitudes. The lack of specific information makes it difficult for voters to truly understand how they are going to go about solving the issues of the day?

I pondered this for awhile and engaged some friends in debate on the topic. The jaundiced view is that politicians can't go into detail because they wouldn't get elected. The more cynical view is that they have no idea how they will deal with the issues (be they city, state, or national candidates) so they just keep it general and hope people won't notice. That's usually when the conversation deteriorates into a lesser of two evils philosophy about modern American politics.

But our concern is not politics; it's the success of our businesses in relation to our competition. No company wants to be the lesser of two evils so how do you make yourself stand out? It starts by getting in touch with your customers. This week your challenge is to find every opportunity to seek out and listen to your own customers. I want you to listen in a way that you haven't before. Put the sales spiel in the can (meaning zip your lips) and ask only questions that will tell you how you can service your customer better. Here are a few key ones to get you started.

1. What has been the most significant thing about our company (service) that you have liked in the past?

2. What, if anything, would you recommend we change in order to serve you better? Why?

3. How do you compare us to the competition?

4. What is the one thing that drives you crazy about our business (this refers to your sector - real estate, restaurant, retail, hospitality, etc)?

5. If you were in charge what would you do differently?

There are probably more that relate specifically to your business, but you get the idea. Drill down to get as much detail as possible. Stop selling and start listening! The answers to your survival, continued growth, and ultimate prosperity are not resting with the wisdom of the few who write the business plan. Success rests entirely on the consumer who is going to pay for your product or service now and in the future. Stop guessing about what you think they want and start moving your business in the direction of what they really want! Look around you. Every industry is under siege right now - automobile, real estate, financial services, retail, and more. Reinventing yourself and your company may be the insurance that you won't be telling your grandchildren about the 'buggy whips' you used to sell.

One last thought: Keep a log of what you hear, and at your next management meeting, spend time sharing the answers that everyone heard, strategize about what you can and can't do to satisfy the desires, and then begin a plan of action to make it happen. Your customers will thank you!