I once met with a VP of Sales for a Fortune 25 company who argued, “We don’t need to learn about our customers. We just need to execute the plan.” It’s no surprise that, while they were the market leader, they also had the highest percentages of customers who closed accounts each year. As a result the company’s revenues were growing slower than the rest of the market.
It’s easy to get caught up in executing the plan. We’re busy and taking the time to learn about customers cuts into our “productivity.” But if you don’t take that time, how do you know you’re doing the right thing?