Most people spend their work days putting out fires, which, by definition, is reactive effort. It also tends to be the work of dealing with unhappy customers — who are complaining about an incorrect order, a delayed delivery, or simply demanding to have your product or service yesterday. When we spend our days, and years, this way, we begin to believe all of our customers are unhappy.

This could not be farther from the truth. Think about your customers: most them have been with you for years. Decades maybe. They stay with you, because they are happy with you. If I were to ask your customers what you do — which is a core part of every project I engage in with clients — they’ll tell me you grow their business, save them time, and help them please their customers. If I ask were to ask youwhat you do, you’ll tell me what business you’re in and what you sell. (Many of you have seen this play out in my speeches and workshops.)

When we move through our days reacting to customer problems (fires) all day, we see our work far more negatively than it actually is. When we make time to ask our customers what they think and feel about us — how they are improved by us — we realize we are making a tremendous difference in their lives and companies.

And then, we are emboldened. We feel better. We think bigger. We go on the offensive (proactive work), instead of playing defense (reactive). We take more action. We don’t hesitate to pick up the phone. Inevitably, we make more money.

Listen to how your customers talk about you. Become bold. Make more money.

The Evangelist Marketing Institute is a revenue growth consultancy. My average client grows their top line by 15% to 20% in their first year with me. If you’d like to discuss applying this kind value to your organization, just reply to this e-mail or call me at 847-459-6322.

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.