Mind The Gap

Things don't always seem the same to your customers as they seem to you.

You might think, for instance, you just did something to serve the customer… And they might have an entirely different perception.

Case in point: I recently enroll the large number of students in an online training webinar series. Thinking I would best serve those students by getting the series underway as soon as possible, I scheduled the webinars immediately after enrollments were complete.

I felt good about this decision, because I would be delivering the material the students had paid for in a very timely fashion.

I was somewhat surprised to receive an e-mail from a student who was upset with me for not waiting longer to schedule the online classes. This student criticized me as being “just like those other Internet marketers” who think only of themselves, and not of their students. What?! I thought I was thinking of my students!

I quickly got over my feelings of having been spat upon, and realized this was an opportunity for me to learn something. That something was this: my perception of what's happening can be completely opposite of my customer's perception. One of my primary responsibilities as a business owner is to be as aware of these differences as possible, and always working to close the gap between the two.

As my friends in the UK are well aware, it's very important to “mind the gap”.

PS – I am hosting a free webinar tomorrow night (Thursday, December 16, 2010) where I will share a number of business insights that might be useful to you. For instance, I'll be sharing how I cut my work week from 60 hours down to 20… And massively increased my profitability in the process. If that sounds interesting, click here to register for the free webinar.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

Grow Your Business

Grow Your Business

Proven teaching. Inspired approach. Free Course.

Click Here to Subscribe

  • Sunita S Pandit

    Hey Ray,
    You are not alone as I see the same happen in the field of Medicine. I asked my husband and Cardiologist if he know how many of his patients know truly what Blood Pressure means? He responded with surprise that everyone know what it means… I had to sadly inform him that no they don’t know and this causes a lot of people not to comply with their recommended plan of action from their doctor mostly because BP is a silent problem and the patients don’t feel any different… a little education definitely will go a long way!
    Sunita Pandit

    • Yes, I can understand your analogy very well. Because until recently I didn’t understand how cholesterol works in the body. Now that I do, I’m much more motivated to take control of my cholesterol levels!

  • Anonymous

    In my experience there will always be a group of customers who don’t like what you are doing. You always have to measure things like sales against complaints. In my case I usually get 1 to 2 complaints for every 100 sales generate. Looking at it in perspective I understand that I will always have a small percentage of customers who don’t like the way I do things. I can’t change that for the smaller group for fear that it might upset the larger.