Ever since my daughter learned to talk, we’ve been trying to teach her about listening.  She would get so excited about what she had to say that she would talk over people, assured that everyone and anyone would be interested in what she had to say.

The other day, my daughter, now a pre-teen, was telling a story and my wife interrupted to ask her a question.  My daughter said, “Can I please finish my sentence?  Mom, may I remind you to listen when someone speaks and not talk over them?”

Very true for sales and marketing as well.  Sometimes, we get so excited about what our product or service can do we forget to listen to our prospective customers and ask what’s important to them.

Companies can dramatically improve sales by incorporating their customers’ voice into their company’s voice.  In other words, ask your customers the right questions, incorporate what you’ve learned about their urgent needs and priorities into all market-facing activities and materials, and measure the results.

What do you think?

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