In Their Shoes

If our job is to provide our customers with information, we face a dilemma: transferring knowledge from our mind into the mind of someone else.

It’s quite likely that our customer doesn’t have the same understanding of our industry that we do. If they did, they wouldn’t be paying us, now would they?

It can be difficult to communicate important information to someone else. They likely don’t share our insight. They didn’t attend the same classes we did. They don’t have our years of experience and it’s likely that they’re woefully ignorant of our industry.

And yet, here we are, stuck with trying to explain it to them (but in the CliffsNotes version.)

This is often an inflection point for many businesses: do this correctly and we’re going to be successful; don’t and it’s likely we won’t. We either have it or we don’t.

All too often, many of us don’t, and it shows in our bottom line.

The business owners that take time to understand their customers, to approach the situation with empathy, to put themselves in their clients’ shoes, those are usually the ones who find success.

If you don’t care, your customer never will.

Marlene Blaszczyk

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