“76% of marketers feel they know what their customers want yet only 34% have asked customers.” [briansolis.com]

What about you – have you spent some time talking with your customers? Not about how satisfied are they with your solution. That’s good but it’s not powerful. No – have you asked the individuals of the buying group about their roles and the challenges and aspirations they have serving in those roles? What keeps them up at night? How much time do they spend on activities related to your product or service?

Ask any executive how many customers they talked with last month—not including sales situations and service problems. You may be surprised by what you hear. When Lou Gerstner took the reins of a struggling IBM, he required his leadership team to visit customers every week and required an update by end of day on Fridays. It’s that important.

Last week I presented on Becoming Buyer-First at WordCamp Cincinnati 2017. The video isn’t available yet but I did a YouTube recording below. It’s long – sorry. And I sound kind of dorky but scroll through it. It may help you start making those customer calls.