Recently, I read a Forbes article on Jeff Bezos, of Amazon.com fame (April 23, 2012). The box titled “Jeff Bezos’ Top Ten Maxims, Decoded” is, alone, worth the price of a subscription.
Bezos is well-known for having an empty chair at the table when he holds a meeting. That empty chair represents the customer, “the most important person in the room.” At Amazon, the customer and his needs, interests, desires, expectations, and attitudes direct pretty much everything they do.
Wow. Imagine what would happen if we were all able to do that. To put aside our own plans, ideas, and predispositions. To sit down and listen and learn from those we wish to sell to. To allow the customer to shape what we build, how we deliver it, and what type of message we use to tell them about it.
Sometimes our “me-ness” gets in the way of our success. If we could replace “me” with “thee,” we’d be more fully focused on our customers and what makes them happy. Happy customers buy more. Happy customers tell others about us. Happy customers make us more profitable. Happy, happy, happy.
Of course, you still need to understand and be “fluent” in your product and industry. I’m not suggesting we can skate by and fake product and service quality. But use that knowledge to deliver what the prospect is looking for, not solely what you want to sell them.
If you can focus more on the customer and his wants, and less on the “what you do,” perhaps you’ll taste a bit of Amazonian success, too.