THINKing

A Silent Message From Your Customer

Your customers are telling you something, but aren’t saying a word. Most businesses will never get the message because they are too focused on what they want, not what the customer is asking for.

I was talking to my friend, Tuesday last night about this. She runs Vogue Illumination, a business that makes custom lamps from wine bottles. Tuesday, who is highly artistic, began her business making wine bottle lamps with thematically designed shades. For some reason, the thematic lamps that took the most of her time and creative ability were not her best sellers.

She added some with less adorned lampshades and sales took off.  As Tuesday says, “I get the message. Customers don’t want what I thought they would want. I’ll offer them as an option if someone wants a customized lamp.”

We have clients who think of us for a single service, like web design. I make sure they know we offer other services like print and packaging design, as well as video production, but I’m not spending a lot of time pushing it. If they want web design, then I’m looking for additional web design opportunities with them.

Are your customers sending you a similar message? Are you listening for the silent message? Tell us what message your customers have given you.

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Harry Hoover

Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies.

Latest posts by Harry Hoover (see all)

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