The Value of Listening To Your Customers

Yesterday, I went to a local electronics store (part of a nationwide chain) to purchase a high-end camera for work-related activities.

Diligently, I have done my research online and was prepared to get the exact item and get on with my day. A sales team member checked stock and confirmed that my desired item is available to be purchased. I was ready to buy.

A second-team member approached us and said to disregard my choice and go for the more expensive camera (which would increase my budget to 150% of the original amount).

What I find most interesting is that a second associate didn’t ask the purpose of my purchase or how I would use the equipment.

Those questions didn’t seem to matter.

What mattered was his choice and opinion, to go for a more superior camera.

I wonder,

1. Is this a lack of sales experience?
2. Lack of sales training?
3. Or simple unawareness of the intricacies of human nature?

I was ready to buy. The signal was clear. My choice was not acknowledged and perhaps even ridiculed.

Why?

I guess we’ll never know. I thanked everyone with a sincere gesture of gratitude and proceeded with my original purchase.

As I was walking back to the counter, I heard: 

“Good luck with that purchase, sir” - from a second associate.

This example only confirms in my mind; customer behavior is a delicate dance of emotions and decisions. Positive customer experience will help to create brand loyalty and future purchases (which will help to accumulate a lifetime value).

We can’t forget that.

We can’t forget to listen to our customers—honor where they are and guide them, not force our opinions on them.

Listening with the intent to understand is dying art, which could prove deadly for your business if we choose to ignore it.