Fit leaders know what matters most to their customers. They keep a finger on the pulse of their target market, stay connected with the clients they serve, and pick up important signals from their customer base. Once a leader has a grasp on what keeps his customers up at night, he can effectively guide the organization’s strategy.
A fit leader not only understands his customers’ greatest concerns, he also know what his clients need to succeed. He finds a say to offer relief for his customers’ pain points, and provides solutions to their problems. If you want to keep your organization relevant, you have to continually build and nurture relationships with those you serve.
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April 1, 2022There’s really no substitute for getting in front of your customers on a regular basis. Sometimes, leaders feel like they know enough just from reading the trade press or having occasional phone conversations with their clients. But this is not enough. It is essential to visit with customers because these meetings will give you a better understanding of what your customers need, and how you can give it to them.
UNDERSTANDING YOUR CUSTOMER
If you want to stay connected with your customers, ask yourself, and answer, these questions:
• How much time are you spending with your key customers?
• What process does your organization use to share customer needs and concerns with the team members who need to know them?
• What are the top 3 business issues keeping your customers up at night?
• How does your organization track customer issues to create a sense of urgency around your company’s agenda?
• How are you nurturing your key customer relationships?
MEETING FACE-TO-FACE WITH CUSTOMERS
When I was General Manager for an Information Technology business, I made a practice of visiting each of my clients at least a couple of times a year. Not only did this let my customers know I was invested in their success — it also allowed me to get in front of them and see and hear what they were dealing with firsthand. The more I learned about their struggles, the more ways I could serve them.
There were many times when I was sitting in a client’s office and happened to see something on his desk or overhear a conversation that led to an opportunity. I would suddenly realize: This customer needs something my business can offer.
For example, during a casual lunch meeting with one of my clients, she revealed that her business had a serious need. She had never expressed this need to me because she thought it fell outside the normal scope of our work. But because I happened to be there talking with her and she mentioned the problem in passing, I was able to say, "It sounds like you’ve got a real issue there — and we can help." Of course, the client was thrilled, and she answered, "We would love your help!"
That is why it’s so important to get out and meet with your customers.
This article contains excerpts from Dr. Chinsky’s book The Fit Leader’s Companion: A Down-to-Earth Guide for Sustainable Leadership Success. Look for the next article in the series, Develop Other Leaders, in an upcoming issue of ISE magazine.
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About the Author: Dr. David Chinsky is the Founder of the Institute for Leadership Fitness, a celebrated speaker, and author of The Fit Leader’s Companion: A Down-to-Earth Guide for Sustainable Leadership Success. After spending nearly 30 years in executive leadership positions at the Ford Motor Company, Nestle, and Thomson Reuters, he now focuses on preparing leaders to achieve their highest level of professional effectiveness and leadership fitness. For more information, please visit https://fitleadersacademy.com/.