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Spend a lot of time talking to customers face to face. You'd be amazed how many companies don't listen to their customers.

The goal of listening to customers is not to please every one of them. It's to figure out which customer segments serve your needs - both short and long term.

When you know who your customers are, that can give you an edge on the competition.

When you spend time with potential customers, you get to hear about their struggles firsthand. You see their eyes light up with excitement or darken with confusion. You learn things you would never find in a survey, database, or questionnaire. You learn why people buy.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Learning about and from your customers isn't always easy and requires a commitment to continual observation.

Customers are very demanding and well informed.

I love working with customers. Sales has really influenced everything I do. It has instilled in me the important traits of operating with a sense of urgency and listening to people.

Customers want to talk to other customers.

You learn so much by having customers and figuring out what they want and keeping them satisfied.