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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  May 28, 2015

Why You Shouldn’t Listen to Your Customers

Conventional wisdom has it that the best first step to update your market strategy is to talk to your best customers. The grain of truth here is that customers have the inside scoop on what made them hire you. That’s good to know.

The problem: the past decisions are not a good predictor of future needs. According to this article from strategy+business, buyers have an innate hesitation to trying new things. But their lack of enthusiasm doesn’t last when presented with a strong need.

If you buy into that reluctance during the market research phase, you’re missing some great opportunities to be first-mover. Instead, look at the hidden needs. Ask yourself: what would my buyers jump on if they knew XXX? That answer can point you into new directions that find the gold.

Move past the technology examples. This hesitation is everywhere; their point applies to any business: deliver on core needs and the anxiety suddenly disappears.

Listen to your customers; just don’t give them the final say.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.