Customer data

Are you hiding behind your "personas"?


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I am continuously amused at the lengths company executives will go to, to avoid talking directly to their customers. They'd rather do their taxes than phone or go face-to-face with a real, live customer.

As a result of this fear, company executives and owners will bet the company on any other data they can get their hands on. They pore over their website metrics. They run web-based surveys. They ask their salespeople (sometimes) and customer service people (hardly ever) what customers are saying. Every so often, they may lurk on an online discussion group.

They demand more and more data from their marketing folks. Every piece of data makes them want more data, because the data they get only raises more questions. Deep down inside, they wonder if it's all BS.

Your company's secret life


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You are the head honcho at your company. You stay awake at night struggling with unsolved problems. You go into work every day and focus on solving them. Your life consists of finding and solving those problems.

You think you know more than anyone in the world about your company. You're right - no single individual knows more than you. But there is critical information that you don't know, information that is sucking the life blood out of your company's potential for growth. Information that, if you knew it, faced it, and dealt with it, you could remove those stubborn barriers to the sale and start your revenues flowing in new ways and at new rates.

Somewhere - right now - a customer is thinking deep thoughts about you


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The customers I interview for my clients range from engineers to programmers to CPAs to physicians to store owners to sailors to dealers to system integrators to women who buy skincare and makeup to salespeople to marketers to CEOs to...well, you get the picture. Just about everybody.

They always have something interesting to say. In fact, you'd be surprised - shocked, even - if you heard how much your own customers have to say about your product and company.

The CEO's most important New Year's resolution


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As the leader of your company, what you decide to do is what gets done. At least, that's how it should happen. What you have control over (to a degree) are your own decisions, your own actions, and the management of your employees. You have some influence with your business partners. You have no direct control over your customers.

Of course, without customers, you wouldn't have a business - no revenue, no employees, no partners. The people most important to your business are your customers.

Why you need a datamaster


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The people you hire can make a big difference to your revenue growth. That's why I help CEOs find and hire the best people for each position. I've been building a marketing and sales team for one of my clients for the past few years. The people we have found are making a difference. The company's revenues are way up. The marketing and selling efforts are bearing fruit.

 

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