DeWese--Is Anybody Listening?

On the other hand, if you are a listener, then you are probably going to make it. You will know what your customers seek because you've listened to them. When you know what they seek, then you have a shot at customer satisfaction. When you satisfy them, then you have served them well.

I can think of some CEOs who ought to spend the next 24 months on a "listening mission," calling on customers with their salespeople. Their spare time should be spent in the plant listening to the workers and "listening" to the jobs as they are produced. Miraculously, their companies will turn around. This, incidentally, is not limited to small printing companies; some of the large-company CEOs should spend the next 60 months listening to customers. Salespeople should do the same. Listen to customers and prospects four or five times a day and your sales will soar.