Sometimes we get so caught up in the features of our products and services that we forget to ask ourselves if the customer really cares.

Every company should take a long hard look at the way they are presenting their products or services to their prospective clients on a regular basis and compare it to what the perceived needs of a customer truly are. As the customer views it, not what you think the customer should consider important.

One industry that has managed to keep overall focus on customer requirements is the automotive repair and service businesses. When you see an advertisement for an oil change the advertiser does not describe their new pretty, state-of-the-art, yellow hoist and how it is the safest in the industry, they does not describe how they provide environmentally safe collection of dirty oil, they don