The DesignLanguage Code BIG ideas for small business

Listening to your Customers

I love listening, love it! You gather so much information from someone by just - Listening..

But I will be the first to admit I am not good at listening, mostly because I have an opinion to offer and want to share it... That's where it all breaks down.

I've collected some bits and pieces about listening and things we all can do - in business and out.

Example 1

When you listen to your customers, are you merely listening to their words, or are you listening for what they really mean?

In order to truly understand your customers, you must learn to not listen to what they say, but rather to listen to what they mean.

For example, when someone says they want to "get in shape", they are really saying they want to "lose some weight." Or if they say that they "need some new rim", they are really saying "I want my friends to die when they see what I've done to my car."

Most of us have been talking for many years now, most likely more years than you've been walking. Unfortunately. in all that time we haven't gotten very good at really communicating what we want. Everything we do has a reason behind it; as my dad always put it, "there is always method behind the madness." So no matter how weird our actions may be, there is a reason behind it. The trick is to look past the words or actions to their real meaning.

So, the next time you are listening to your customer say "I want" or "I need", take a few seconds to look past the words at the true meaning and you will open up a treasure box of places to sell because you will see everything that customer needs instead of what they say they need.

Example 2

When Ben was a little one, he would wake up crying in the middle of the night. Usually some milk and a little cuddling would take care of it and he would go back to sleep. One night it wasn’t the case. We made sure he was okay and checked all the basic needs. He didn’t want milk, and he kept crying even as we held, bounced and walked around with him. We were at our wits end. Since he did not seem ill, we just settled into bed with him and held and comforted him. We just let him cry it out while soothingly talking to him. Eventually, his crying eased up and he settled down. He finally was sleepy enough that we could put him back in the crib. There was nothing wrong with him except he was overtired. He just needed us to be there with him, and let him “get it out.”

And sometimes companies need to allow their customers to do the same. Many of us have had calls where the customer service representative interrupted us and didn’t let us tell them what was wrong. It’s frustrating, isn’t it? You need to teach your customer service people to let customers tell their story. Let them get everything out, and then you can ask questions and figure out how you can help. Sometimes, people just need you to acknowledge their frustration, even if you can’t make things better. But if you constantly cut them off, they’re only going to get angrier.

Example 3

Now, let’s talk about your employees. They’re the ones who create your brand, execute your strategy, build your business.

Listening to your employees is the number 1.1 task for CEOs.  Your company depends on this conversation.

It’s importance parallels that importance of listening to your customers.

The ever-so slight preference for listening with your customers over employees is only because we can only do one thing at a time. And…your customers are the final arbiter of your success. You start there and work back.

But, work back quickly to your employees. You see your employees are the ones who create your customers.

• Are your customers evangelists or vigilantes?
• Do they refer their friends or warn them off?
• Are they repeat buyers or one-hit wonders?

Your employees create, reinforce and sustain those definitions of your customers, for your customers.

And, never forget that your employees are listening to you. They’re listening to you for answers to these three questions:

• What’s in it for me?
• Why should I believe?
• Why should I care?

Those answers are delivered by you in everything you say and do to communicate your Purpose, Your Mission and Your Vision.

Tell us what you think.

Do you hear your customers?

Do you listen to your customers?

Do you listen to your employees?

To rest, in peace.

Maybe this isn't the place to write about personal feelings, but seeing as I am passionate about helping, I thought a few minute of your time would be fine.

Mourners listen to Michael Jackson's music on an ipod outside the UCLA medical Center

We have all heard/seen/read/Googled and talked about the passing of Michael Jackson in the last few days, but it seems that some people find it OK to come out the woodwork and stick more knives into the dead, usually these same people are the ones who are photographed standing right next to Michael or have held a microphone and cheerfully said they support and respect him.

It seems in this world the old attage "keep your friends close and your enemies closer' rings loud and true - something I find difficult to swallow. When was the last time you said you would support something a friend, colleague, workmate or even a family member did - and stuck to what you said? I know I haven't and now that I have read so many stories about Michael's Dad Jo, rabbiting on about his new venture or Debbie Rowe claiming the kids Michael and her had were not fathered by him.

Even Cyber criminals and online hawkers jumped on the dead artists bandwagon sending scam emails to offer unpublished videos and pictures of Jackson, but the link in the email is not of a YouTube clip but instead leads to password-stealing malware that installs on the victim's computer.

I'm only 35, maybe no spring-chicken, maybe I'm still 'Wet behind the ears' to some things - but one thing certainly sticks out...

When someone dies, until you join them - carry out THEIR wishes as if they were standing right next to you, speak of them honestly and with the compassion and love you would show if being there in person and if you cannot respect them in death, if you cannot help but spit sour milk of their life - maybe you were no friend to start with.