The age-old adage “ the customer is always right” still holds true. At the end of the day, if the customer is not happy, you’ve missed an opportunity for a successful business transaction. The difficulty comes from not defining a working relationship between your expertise and the customer’s expectations.
The secret is communication. If we spend our time actively listening to the customer, the odds of everyone succeeding greatly increases. Our focus and presence of mind will allow the customer to feel safe in our hands. Without this confidence, the relationship is strained. Listening is a learned skill.
It is a labor of love when an advertising team creates an abstract set of ideas for a potential client. That initial pitch is not just a set of concepts to sell a widget. That pitch is the net result of the ad team’s experience and knowledge. It is the collective wisdom of those advertising professionals. You are selling more than an idea, you are marketing your team’s creativity and reputation.
Listening is not a passive activity
Never waste an appropriate opportunity for your team to share its expertise. In the same light, never negate the experience and wisdom of your customers. They know their business better than anyone else. Customers recognize when they are being paid the attention they deserve. If the customer senses their host’s distraction or unwillingness, effective communication can be damaged.
It’s important for you, as advertisers and marketers, to provide quality guidance and service to your customers. In the end, this is why the customer contacted you, for your abilities and experience.
‘Giving the customer what they want’ begins with solid interactions. When the customer knows they are being listened to, they know their business is appreciated. Establishing clear communication leaves room for both the customer’s desires and your expertise. More importantly, it will lead to greater trust and success for everyone.
Your relationship with your customer boils down to two words – ‘respect’ and ‘listen’.