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Your Customer’s Tennis Ball

By: Bob Burg

 

Your Customers Tennis Ball

My friend, branding authority, and Certified Go-Giver Speaker, Bill Ellis emailed me a great poster that showed a photo of some dogs—apparently at a museum for those of the canine persuasion—staring intently at a painting of a tennis ball.

Now, personally, I can’t imagine the fascination held by a tennis ball. Though, obviously the dogs feel differently. I’m sure tennis players do, as well.

I’m also thinking right now of many other things that hold absolutely no value for me personally but that my customers might find to be of exceptional value.

All this to say, if we want to help our prospective customer become our actual customer we must discover, not what works for us, but what works for them. One of the biggest challenges in this regard is our natural human tendency to believe that what we hold to be of value, everyone else does as well.

Or as my friend, leadership authority Dan Rockwell says:

“Never assume that what works for [us] works for others.”

So, what are the “tennis balls” for your customers (which, in case my metaphor isn’t totally and obnoxiously clear by this point, means whatever they hold to be of value)?

Can you make those tennis balls the thing, even if you are not Lassie… or Roger Federer?

Published: January 20, 2016
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Bob Burg

Bob Burg shares information on topics vital to the success of today's business person. He speaks for Fortune 500 companies, franchises, and numerous direct sales organizations. Bob’s audiences range from 50 to 16,000, and he shares the platform with today's top thought leaders, broadcast personalities, Olympic athletes and political leaders including a former United States President. He is the author of the widely-read Endless Referrals, and the WSJ best-selling business parable, The Go-Giver (coauthored with John David Mann). Bob’s newest book is Adversaries Into Allies, which draws on his own experiences and the stories of other influential people.

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