The Most Important Tool for Customer Service

Peady’s Selling Engagement

I was recently asked this question by a senior manager “It’s been suggested by my team that I get out and meet our customers on a regular basis. I feel awkward at these meetings, worry that I’m wasting their time, and frankly don’t see the value of it. Is it really worthwhile?” 

My response: It’s critically important to the growth of any business that the person in charge not lose touch with the very people who help make their company a success. Making customer visits is the very best way to do that. 

Do you agree?

Welcome to this week’s post on sales and selling success.

I can tell you this. Amazon supremo Jeff Bezos says it’s important for him to stay directly connected with customers because it was easy to lose touch. 
Interesting. So, the head honcho at Amazon thinks it’s important to stay connected with customers? How about your company, does your sales manager, sales director or general manager stay connected with yourcustomers? And not just the big ones, the small and medium spenders too?

Customer contact by management

As the salesperson you are the primary contact person between the company and the customer however the value-add of a face to face visit by management can’t be underestimated.


It’s so important that the person in charge not lose touch with the very people who help make their company a success. Making periodic customer visits is the best way to do that for a whole raft of reasons.

  • To show appreciation. Nothing beats a “thank you”
  • To gain invaluable feedback on the state of the relationship
  • To meet “peer to peer” with the customer’s senior managers
  • To share the company’s vision, values or future plans
  • To be proactive if there are problems (or potential problems)
  • To gain insight into the customer’s business and challenges

and one of the most important….

  • To see and observe the salesperson “in action” 

I don’t get why many managers (including sales managers which is inexcusable) “don’t have time” to undertake customer visits. I say make time!

Think about it this way. If a manager commits to seeing 4 customers on one day every week that’s somewhere around 200 over the year. Question – how connected to the market would that manager be if that happened?

Maybe Jeff Bezos is on the right track?

​Until next week good selling!

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]