Listen to Feedback or Someone Else Will

by | Jun 22, 2020 | Business Strategy

Listen to Feedback or Someone Else Will

The 21st century is the digital revolution as more people rely on mobile technology to control their every daily life.

With 79% of UK adults owning a smartphone there’s a high chance that you’re reading this on your mobile. But what phone is it, Apple, Samsung, LG, Huawei, Google Pixel, or a Nokia.

If you’re below the age of 20 you might not even associate Nokia as mobile phone manufactures, but they where one of the leading pioneers in mobile technology, controlling the market at the turn of the century. So, what went wrong. 

Simple: They didn’t listen to feedback.

Nokia’s mistake was overestimating the power of their brand, believing they could dictate the market and what customers want. We’ve seen this many times since with Blockbuster, BHS, Toys’r’Us, Sega and even Woolworths. All convinced they could dictate the market. 

But back to Nokia

They simply didn’t listen, convinced that changing too quickly would alienate their customers, so when consumers asked for better usability within the software. Nokia focused on hardware creating a complex operating system with a bad user experience that just didn’t fit the ever-changing market. 

But in 2007 when Steve Jobs released the iPhone, a phone based on customer feedback and focused around better usability (apps technology). Nokia quickly discovered they were on the wrong side of success and without the ability to quickly pivot, they lost market share and soon disappeared from the high street.

It’s not all doom and gloom and when used correctly, feedback will empower your business and help you gain amazing results.

You can see what is and isn’t working

Stats say that the average American tells 15 people when they’ve had a bad customer experience, and although I couldn’t find a UK figure I’m sure it’s not too dissimilar.

However, as daunting asking for feedback can be it can also give you data on what is working and what isn’t working. This data is key in making decisions about how to go forward in your business. You might want to stop a product or adapt it if the feedback shows that customers aren’t happy with the product or delivery.

Feedback might point to something small, such as poor after-care which can be simple to improve such as a follow up call or setting up an automated messaging service to deal with faults. 

Listen carefully to the feedback you’re given.

Feedback is as much about sales as it is about feedback 

For some, approaching customers for feedback can feel scary, remember it’s just like having a conversation with them about your products or services and if it helps consider it as more of the sales process to upsell or cross sell.

Remember if they are happy with your product you can ask if they know anyone else that might like it, again making it part of your sales process. Don’t worry about coming across as pushy, this is just asking for a referral the same way you might do at a networking event.

Your customer will feel respected and valued

Taking the time to listen to and take on board customer feedback shows them that you care, that it isn’t all about the sale.

You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to sell it.”

Steve Jobs

He understood the importance of the customer over the technology. Your customer needs to have a positive experience, if they don’t they need to have the ability to express their feelings and opinions, and the knowledge that it’s going to fixed. 

Is it time to get moving, be successful and get some sales training.

Nokia waited too long to change, believing they were right and could control the market. What they didn’t do was spend time learning. Something you can now do thanks to the advantages of mobile technology. I guess there’s a sense of irony.

So you’ve now got the motivation, you’ve got the time and you’ve got the solution. To find out more about and to purchase Plan.Grow.Do. all you’ve got to do is click right here on this link.

More reading from the Sales Mindset Coach Blog

Is what you’re selling no longer valued by your customers and prospects?


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