Get in touch with your customer BEFORE you decide what they need!

It's interesting how some companies make decisions. A big bank prospect of ours wanted to hire us to put on a multi-location program on cash flow for their small business customers. A senior manager in the approval chain decided they should hear an economist instead. One more manager who doesn't really understand the small business person. The small business owner need tools and ideas that they can use today, not the global issues the global bank deals with. The decision will look good in the brochure but will bring less value to the customer. Too bad…