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What Are Prospective Customers Really Saying?

December 27, 2016

Editor's Note: This post was originally published in April 2009 and has been updated for freshness, accuracy, and comprehensiveness.

Do you sell business-related products or services through a channel? And by “channel,” I mean another party between you and the end customer/consumer/user. Channels could include retailers or dealers or be multi-level with distributors involved.

Channels Can Equal a Gap

If you do use a channel, you’re a bit removed from both your current and prospective customers, which isn’t good – without ongoing contact with customers, you can lose perspective.

Here are some questions you need answers to:

10 Common Myths in Business

Eliminating the Gapwhat are your prospective customers saying

If you don't know the answers to those questions, consider this idea to get them: find four to six of your prospective customers and invite them to dinner. Then, over dinner, have a frank conversation about what they see in their business and what their view of current market is. What improvements in your products or services would ease their decision-making process? What could you do to offer them better answers and solutions?

This is NOT a sales call – it’s just you listening to prospective customers talk about what they see happening and offering them an opportunity to interact with their peers. As you’re listening, make sure to take good notes. That way, you can follow up with them one-on-one later about specific issues.

Great information about specific issues straight from the horses’ mouths – all for the cost of dinner. You have to eat anyway, right?

Call us – we can help you eliminate your gap!

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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