Why Listening is More Important Than Ever
Trust is earned. Credibility is built. But what about a customers’ belief? How do we get people to actually believe what we say and do is right for them? There is an old saying that goes, “The proof is in the puddin’ “. Isn’t that the truth. The only problem however is, what if people haven’t tried your product yet. Are they still able to believe it’s right for them?
We make a lot of assumptions in business. The greatest, we assume those we target will find value in what we do and believe it’s something that will help them. But, how do we know this to be true?
I remember going around and around in a meeting about a new program we wanted to launch, only to land in a place of total uncertainty and frustration. Not only did we not know whether or not we were going to sink or swim, we had a total blind spot. I missed an opportunity to hear from those that mattered most; our current customers and those we thought would potentially benefit most. We assumed they would find value in the program and believe it was a great way to help them. What a big assumption.
How to Develop Customers’ Belief.
Unless you give your audience a reason to believe that you can help them and constantly ask questions, validating what you assume, you are operating out of a blind spot.
Listening is one of the greatest things we can all do. Entrepreneurs and leaders of a business know how valuable insights are to shaping not only a product, but their overall business. Hands down, this is the best way to ensure an amazing product experience that others will believe in and also find valuable.
You will always be working to earn the trust of those you want to serve. Why should people believe in your brand unless you give them a reason to? I have 4 ways to give your audience a reason to believe in what you do and how you’re able to help them.
Share thoughts from others. Gather the testimonies from customers and those that have experienced your product. Customer reviews are so helpful and valuable assets. Leverage these thoughts and opinions to open your eyes. You have a chance to let customers in and influence the culture of your business.
Leverage research. Find ways that you can gather feedback from your target audience. Interviews and surveys are great ways to hear from those that matter most in your business. Focus groups and gathering segments of your audience, are good methods for hearing a collective voice. These are just a few examples. The point is to get out and talk to people.
It’s easy to get caught up in your own head. Make it a point to listen and hear from others outside of yourself and the team. This approach ensures you are not in a bubble of your own beliefs and assumptions. Take this opportunity to gleam measurable results informed by data.
Share your experience. One of the most courageous things you can do is share your story. This also includes your experiences and the journey you’ve been on to get here. You’ve heard me say this before, your story and experiences are extremely valuable. Your experiences are unique, take this time to think through what experience really matters in your business, both personal and professional.
Provide results. Consider how you leverage results from testing your ideas. Even a beta launch version of an idea you have can provide great results to help customers believe in something. When you have tangible results, it’s more believable to people that may be on the fence about trying your product.
You can be mindful of what really matters to your people. What better way to gain customers’ belief than to first, make room to hear from them often. Pull up a chair and listen. Use this proof to shape their reason to believe in what you do.
Your business is constantly evolving. This is your chance to make necessary adjustments and not assumptions.
Cheering you on!
Sharnell Weathersby
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