Think like a customer before you post !

I’ve noticed recently that some B2B organisations have forgotten the need to understand the customers perspective when using Social Media. As communication now spreads randomly through social media your comments and posts will be seen widely with often unintended consequences. Here are some examples of recent posts I’ve seen:

“We’ve smashed our sales targets this month”
Company view – actually we are only at 50% again, but it will make customers sit up and think they are missing out
Customer view – I’m fully aware of your services, don’t need them right now, I have a deep knowledge of the market &  know it is tough, its difficult to get purchasing decisions agreed so I’m not convinced by your post but if you are selling so much a) you clearly don’t need my business and b) you’ll be overstretched so the service will be poor.

“New report shows massive demand for ……….”
Company view : that’ll wake them up and make them realise that they need to buy lots to keep up
Customer view : not another market analysis whitepaper based on “research” with 5 friends in the pub or surveys of vendors all pretending they are smashing their sales targets. We buy according to our needs and our plans, not hype – we are pretty well connected with other players so have really good market insight.

“Shortages / cost increases iminent”
Company view : that’ll get them to buy sooner so we can hit our sales target this month
Customer view : time to look offshore, put it out to tender, expand the procurement team, are they in financial difficulty?

“We’ve just had our most profitable quarter”
Company view : proves we are successful, good at what we do and a viable supplier
Customer view : proves you’ve been ripping me off!

Whatever message you are transmitting you always have to view it from the customers perspective not your own.

Remember if you want to get into your customers shoes you must take your own off first!