Why it pays to walk in your customers’ shoes

Before you say it, do it, print it, record it or announce it—find a way to see it from your customers’ points of view.

We often make the false assumption that all consumers see and experience things exactly as we do.

Here is some pushback against marketing tactics that lack empathy:

Do not take me to your sales page after I unsubscribe to your online newsletter. Instead, take me to a page that confirms that I’ve unsubscribed. I want to be reassured that you got my message, not pitched an alternative product.

Do not keep talking if I interrupt your uninvited sales call with a polite, “I’m not interested.” Gracefully accept my answer and hang up.

Are you shaking your head at the silly people who commit such breaches of courtesy? Consider a few more examples:

When I walk into your store, make sure your sales people don’t swarm me from all angles. There’s a fine line between being helpful and hovering. Many sales associates have not been taught the difference.

When you send a press release, don’t immediately call or email reporters to see whether they’ve received it. If they want to cover the story, they’ll call you.