I was reminded recently of an anagram (transposing the letters of one word to produce another word) which, to me, seems to have real significance in this business of advertising and client relationships. The word is “SILENT.” Rearrange the letters and you get the word “LISTEN.” That seems like more than a coincidence.
Personally, I’ve never learned anything by talking … except maybe how to talk more. Its in the silence of really listening to our clients that we learn the real issues they’re dealing with.
Maybe their brand is taking a nose dive in the market but the real issue isn’t the need for more or better advertising. Maybe its problem with product distribution, not being able to meet customer demand can have a huge negative effect on a brand. Or perhaps there are issues with the sales force being overwhelmed or not sufficiently trained. They are the ambassadors of the brand out in the field, if they’re not generating trust and value, they won’t generate many sales either.
Discovering those important issues starts by asking the right questions. And then by listening. It’s a lost art these days but only then can the real problem solving begin.
By the way, the letters “ERIC CLAPTON” also spell “NARCOLEPTIC.” Maybe that explains his song “Sleeping in the Ground.”