Listening to customers

One of my goals in exhibiting at the AIO convention, two weeks ago, was to solicit comments that might result in improvements to the line of lamps we were exhibiting. The goal was wonderfully accomplished as we returned with two significant ideas which will dramatically improve the product line.

I wonder, though, how often we, as business people, truly listen to and take to heart comments that customers and prospects make about our products and services. My conclusion is that most often inertia takes over and we really don’t want to hear criticism or listen to ideas that may cost time and money, even if the net result is increased sales and profit.

Trade shows are great venues for feed-back. But every customer can also be a key resource for product and service improvement. I don’t mean to say that we need to include every hair-brained idea that is suggested. But we should constantly ask for feedback and listen to what is said. It may be that the next idea presented will, when implemented, may be the breakthrough the business is looking for.

How well do you listen to your customers?

Will Limkemann