You've Got to Listen

A small SK software company has a truly great product that could save large industrial companies millions of dollars. The company has made great efforts to convince some large customers that their product is truly great. They've sent out information about their product, they've done presentations, and they've itemized the benefits of their software. But the company has not made any significant sales.

The company has truly failed to communicate. They've "spoken" lots, but they've truly failed to listen. That's four truly's so far (five now), and I truly mean every one of the them (six!).

This company, as personified by its founder and owner, actually seems incapable of listening to others. Have you dealt with people like this?

• Suggestions from salespeople on how to improve the sales model are brushed off as whining;
• Suggestions from customers on how they'd like to test the product before buying are brushed off as cheap;
• Suggestions from colleagues on how the company might better present the solution are brushed off as unnecessary.

In the owner's mind, the product speaks for itself, and is perfectly suitable, as is. The sales people should just get out there and sell it, and any customer that doesn't buy it ain't too smart.

There is still a chance that this company will succeed. But there's a greater chance that this company, and this great product, will become obsolete without ever making the impact that it should.

No matter how smart you are, make sure you learn to listen.

It is truly the most important part of communication, and the most important part of running a business.

Truly (eight!)