Are You Afraid of Your Customers?

I think as humans one of our greatest fears is the unknown.  Unknown means not within the range of one’s knowledge, experience, or understanding; strange; unfamiliar. It’s no wonder we fear the unknown. Isn’t amazing how, as we gain familiarity with something that may frighten us or we gain more insight, our fears dissipate. That’s not to say we completely overcome our fear, but when we have knowledge, we’re better able to cope and deal with things that may be unpleasant to us.

During this Halloween season there is one thing we needn’t be afraid of anymore…our customers. Sure there will always be a scary few we want to avoid like the plague, but for the most part, the more you learn about your customers, the happier you both will be.

Why? First of all, your customer will be less annoyed by the pesky mass market emails you send out, especially the ones they receive about products they already have and may have just purchased at a higher price than you’re advertising now. No need to rub that in. Think how giddy they’ll be when they log in to your website and see only digital display ads for products they actually qualify for and want.

Secondly, when you get to know your customers and they actually become people to you, it will change how you serve them, and you’ll end up liking them even more. It’s a great paradox, but one that actually works. I dare you to try it!

So, quit hiding behind your desk and your excuses this season and boldly go where few are willing to. Dive into the deep pools of data and take a few laps around. You’ll find the exercise quite invigorating and probably even healthy for your bottom line.

Happy Halloween, Y’all!

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