Act from the Perspective of Your Customers

Today, a client and I received a group text message from a marketing services vendor:

“Need to get your credit card today if possible. Got your bill together.”

I understand this vendor’s perspective. It’s nearing the end of the year, and they want to maximize revenue. From the message’s urgency, it’s likely they have outstanding accounts payable coming due.

But here’s our perspective. Asking for a credit card by text message without even sending the invoice for us to review appears¬†desperate and unprofessional. We don’t have the same sense of urgency regarding this payment.

Recently, I was discussing the end-of-year sales pipeline with another client. We started our conversation with the question, “What will our customers need between now and the end of the year?” By focusing on the needs of the customer, we’ll ultimately enjoy stronger results through¬†customer loyalty and referrals.

To build great customer relationships, all communication needs to prioritize the customer’s perspective.

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