customer interviews

Don’t waste your customer’s time on pointless research

I’m a huge believer in polling your customers to uncover key insights into how they buy, what they think of my clients, how they evaluate similar suppliers, etc. In fact, most of my assignments start with customer phone interviews because the information uncovered during these conversations is priceless when it comes to developing a strategy that is truly relevant to the people who actually buy your products or services. Fundamental marketing. So why did I recently refuse a client’s request to make these critical calls? Have I decided to cut the customer out of the marketing process and simply guess at what they need? If you believe that, I have some nice Florida swampland to sell you. Here’s the scenario. I had worked with this client’s sales team for several months with good results. However, I was also tasked with working with the marketing director. He had very different ideas[…]

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