Marketing Demands Listening
As I watch and listen to the debate over health care, I find it interesting, and somewhat frustrating, that there are so many complaints by each party that the other party is ignoring ideas they feel strong about. I believe the general public sincerely recognizes that reform must occur, but, in a responsible way. Yet, now that the Obama administration has to basically start over, I do not hear anything fundamentally different. This tells me one of two things: 1) the goal of getting any reform is better than no reform, or, 2) someone is not listening. And so the debate, the Tea parties et al go on.
Thinking about this in marketing terms is easy. It’s like a company that shouts louder to get you to pay attention rather than changing what they are saying. I’m curious how the debate would unfold if politics were removed. My guess is that the best ideas that are heard would prevail. Now, when I think about listening in my world, I reflect on the customers I work with and companies I worked for. Same situation. Of all the companies I’ve worked with as a Marketing Consultant, none of them actually ever asked their customers for their opinion. Some did quality surveys, but, none actually did surveys to understand why customers do business with them, why they chose them in the first place, what was their criteria, what problems did they help solve or what they could do going forward to offer more value. Seems amazing to me so few seek customers input. Yet, I’m asked all the time “how can I get my message to resonate?”, “where should I invest my marketing dollars?” The answer is in your customers head. So, if you’re frustrated with new business revenue, I suggest you ask your customers several thoughtful questions to gain the insight you need to understand why they do business with you and how better serve them. Otherwise, you’re guessing and speculating - very expensive.
I’m curious what others think. How do you listen to your marketplace? How do you know where to invest? You’re comments and thoughts are welcome!
Tags: Marketing, marketing messages, Marketing ROI, relevancy, Surveys
March 1st, 2010 at 7:18 pm
As a former therapist listening is my life- so thanks for affirming that skillhere.
As for marketing my company, I need to get beyond people’s preconceived notions of what we offer.Many renewal income stream businesses are MLM not like mine single level and I must become really good at helping my market know the difference.
March 2nd, 2010 at 10:29 am
Educating customers is vital. As I suggested in the article, asking your current customers how they perceive your business as different, why they chose you and what value you offer is extremely helpful for you to communicate with new potential customers. Thanks for your comment!