This is Going to Hurt. (A Lot.)

I visited the dermatologist today for a minor procedure. It was something I should have done a year ago but at that time the doctor talked me out of it with two solid arguments. One was that the condition would clear up on its own. Two was the treatment was painful. In fact, I seem to recall he used the phrase “extremely painful” as he described it.

So, on that advice, I decided against the treatment.

Today however, I had the treatment and it was no big deal. (If you’ve ever had a Plantar wart frozen, you know what I mean.) It felt like a bee sting. Would I call it painful? No.

On the other hand, there are people who consider a bee sting quite painful and they react differently. We all have different tolerances, both physically and emotionally.

The same is true in how we perceive most things. We each have our own perspective. They’re all different. They’re all valid.

One of the most important times to remember this is when you promote your business. The message you think you’re sending might be perceived differently than you expect. Or, it might be the wrong message entirely.

You might think your customers are happy with your service. Maybe you think so because you don’t hear any complaints. Add that to the fact that YOU know your company does a good job and it makes sense.

But does that make it true? (No.)

If your objective is to increase revenue and you “know” your current customers are happy then your strategy might be to focus on acquiring new customers. That sounds fine, on the surface.

But, what if your current customers are not returning because they’re not happy with your company. Whatever the reason, if your current customers are unhappy, it seems logical your new customers might have the same reaction.

So, your time and money would be better spent finding ways to serve your existing customers better. Change how your company works until you are 100% certain they are happy.

Don’t let your version of reality get in the way of growing your business.

Acknowledge that the only opinion that counts comes from your customers. When you understand how they see your company, you’ll be well on your way to getting more business.

How do you measure what your customers really think? Do you have tools or suggestions that help get valuable feedback from your customers? (Please use the comment form below to share your thoughts.)

The article was written by Kevin Stirtz