Every company says it listens to customers. Most collect quotes that confirm what they already believe.
Listening means noticing what people do, what they avoid saying, and the words they reach for when money is on the line. A buyer who says the price felt high is rarely talking about price. They are telling you the value never became concrete.
A simple structure that works
- Ask about the last decision, not a hypothetical one.
- Ask what almost stopped the purchase.
- Ask what they would tell a peer in one sentence.
- Write down their words, not your summary of their words.
The customer’s own sentence is usually better positioning than anything a workshop produces. The market is already writing your message. The work is noticing it.
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