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Do You Truly Understand Your Customers?

Do You Truly Understand Your Customers? - SalesLatitude

Do You Truly Understand Your Customers? - SalesLatitudeI coach lots of sales people to help them understand their customers, see things through their lens, and interact with them in meaningful ways – in order to maximize their time and get the best results. Sometimes you have to remind yourself that to truly understand your customers, you have to put yourself in their shoes.

Hello, this is your customer speaking. Every morning when I wake up, the first thing I do is prioritize my day. I always have a lot to do, so I work with precision to ensure my team and I are set to reach the goals we agreed to at the beginning of the year. I have to:

  • Attend meetings with my co-workers, clients and prospects – including last-minute meetings that I must now prepare for and attend
  • Follow up on items that I must either complete or delegate in order to meet deadlines and stay on schedule
  • Return calls and take impromptu calls
  • Review financials on a regular basis to ensure my team and I are on track
  • Coach my people to make sure obstacles are reviewed and addressed, and set plans in motion to make sure they have what they need to reach their goals

Who I Am

I am your customer. I am your prospect. I am crazy busy and only want to meet with you if you can help me and my team to accomplish our priority business outcomes.

What I Want

I want to talk to people who have done their research and validated it with me and/or other key stakeholders in my organization. I want you to come prepared to provide insights and offer creative solutions that have worked for firms like mine in the past. And I want to understand how their outcomes were achieved with minimal risk.

What I Don’t Want

I don’t want you to visit me and tell me how old your company is, or present a list of your customers and products and services – unless it is relevant to helping me, my company or my team achieve goals. I don’t want to hear a pitch about your products and services, because I could really care less about their features and functions.

What Really Matters

Please remember, I am a person and a professional, and I need to maximize my time just as you do. And ultimately, all I want to do is be the best I can be, both personally and professionally. All I ask is that you value my time and focus our interactions more on me and less on you.

Your Customer

In closing… I realize this customer voice is a bit more direct than your customer or prospect ever would be, or should be, but I think my point is clear. Continually make a concerted effort to understand your customers. Put yourself in their shoes and look through their lens – always. Their appreciation will come back to you in big rewards.


Janice Mars, Principal and Founder of SalesLatitude, is a sales performance improvement consultant and change agent focused on growing top performers to impact bottom line growth. With more than 30 years of experience as a senior business and sales executive, she helps companies build successful sales teams by maximizing their time and resources, selling from the buyer’s point of view, and strengthening the effectiveness of leadership. View my LinkedIn profile | Twitter


Ali Kirman6 years ago

September 26 2016

Great... So simple to understand becouse so well expalined...


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