Talking to Your Customers

You’re Not “Bothering the Customer"

Insight from Wes Kao

Customers don't just come to you for stuff—they need your advice too.

Customers want you to guide the way to a solution.

You are the expert, not your customer.

If you just sit back and wait for them to tell you what they need, you'll miss a big chance to show off what you know and how well you get their needs.

Every chat could lead to something totally new or a big change, so jumping in to lead the talk is super important.

Being ready to jump in isn't just about being helpful; it helps your business grow.

This means ensuring your team is on the lookout for hints, guessing what customers need before they even ask, and feeling okay about stepping up to share what they know and push the conversation in the right direction.

Don't feel like you are bugging your customers when you jump in to help. But there's a big difference between being annoying and being helpful.

In Wes Kao's article, being assertive—basically, stepping up and speaking out—when you do it the right way isn't about bugging people. It's about being there with the right help at the right time.

Trying to avoid being a sleazy salesman is top of mind for most executives (I see you, Mr. CRO, who chuckled at this).

Whenever you talk to a customer, ask yourself:

• How does my suggestion benefit the customer?

• How does this help me help them?

• How is what I’m doing in service of them?

Every time you talk to a customer is a chance to teach them something, offer them something valuable, and make your relationship stronger.

This means seeing follow-ups not as just trying to sell something but as a way to be helpful.

Whether it's an email with more info on how your thing can fix their specific issue or a quick call to make sure they're happy with what you're offering, every time you reach out, it should be about helping them, not making a sale.