Whenever you communicate with customers, co-workers, spouses, I guess you could say anyone, you need to keep in mind that perception is reality. It doesn’t matter what you communicated, or what you think you communicated; the only thing that matters is what the other person’s perception is of what you communicated. It’s the same in personal issues as in professional issues. What you think you’re communicating may be different than your client’s perception of what you’re communicating. Whatever perception your client has of your company-the client is always right! That’s where the phrase “The customer is always right” comes from.

If your client perceives your company as a valued business partner, then you’ve done a really good job of communicating your value to create that positive perception of how you do business.

If your client perceives your company as a pain in the butt, then I bet you’re hearing excuses like, your price is too high, or we’re using another company. Their perception is you are a pain to work with; the reality is, you probably are a pain in the butt to work with and they don’t want to work with you so they’ll take their business elsewhere.

Here’s where it gets tricky, there are some companies that think their clients perceive them as a really great company doing a great job. The reality is their clients hate doing business with them. They perceive themselves as a company that is doing a great job. The reality is they would do more business if they just listened to their customers more often.

Ask yourself:

1. What do you think of your company?
2. What do you think your clients think of your company?

Then the most important question becomes … Do they match? Your inside perception vs. your clients’ outside perception. If they don’t match, how far off are they from what your perception is- to the reality of how your client views/perceives you?

The closer your perception is to your client’s perception; you’ll find greater success with each client. Conversely, the farther apart you and your customer are from his/her perception is where you begin losing business. 

Then ask:

Your worse clients, clients that no longer do business with you, and, lastly, your best clients:

1. What do you think of our company?
2. What can we do better to earn/expand our business with you?

Be prepared for whatever they tell you and act on where you need to improve.