The luxury of time to put yourself in the customers shoes
This week I completed 2 days core sales skills training with a small group from a large production company. Quite a big commitment from both them and the management to take the group ‘off the road’ for that amount of time.
I was thinking through the evaluation of the days and it occurred to me that of all the benefits, the most important business benefit to come out of the days was the sheer luxury of having that amount of time to really think through what their business, and they personally, fulfilled for the customer – to put yourself in their shoes and see what you do from their eyes.
The group consisted of a mix of production and technical managers as well as customer support staff. It was an interesting mix. The production people had the perception that the sales teams were inept fools who drank coffee all day and placed any order the customer wanted with no consideration of lead times or technical complexity. The sales support team had a perception that the technical teams were obstructive so often had to fire fight with both the customer and internally. Spending time in the same room discussing issues and resolutions created an awareness and, dare I say it, empathy for each others roles.
We spent a great deal of time thinking about the pressures and business environment theircustomers were coming from, getting into the nitty gritty of particular situations, why they occurred and how it could have been addressed. By extending how they thought about the customer, they had a completely different attitude and set of parametres with which to approach the situation.
The most rewarding and productive outcomes were that they created a new set of actions, with innovative objectives and tactics with which to proactively build business, and not simply deal with the reactive. With the luxury of time they got into the head space of the customer and their landscape, and created new, future business benefits.




















