With the mass of social networking tools and marketing gimmicks it’s no wonder that people continue to tune out marketers messages. There is a better way to communicate with customers and it has nothing to do with what platform you use, what cool presentation or call to action you show them.

For a software company, one of my clients, they despise the ringing of the phone. They think their customers are completely and utterly mentally deficit of creating educated, technically sound decisions. And after speaking with a few of them I would agree to an extent. However, their contempt seemed a little unfounded.

They spoke of how their customers called in aflame with rage that their humble software was not working as promised, hoped for, expected, or acceptable to general technological standards every other software company holds true to. I felt like I was put into quite the predicament, on one hand I was there to perform a specific service for my client, and on the other hand their customer service people were being relentless by only providing the bare minimum and urging customers to call back another day so that they would not have to deal with that exploding problem today.

Most people think they know their business, I mean after all it is your business. But you might be surprised how time can disconnect us from our own business. Or maybe you know everything about your business but are you communicating it effectively. If you can’t tell your potential sources what you do effectively then how are they going to be able to send you the perfect referrals?

Too often companies short change themselves by neglecting to offer additional, paramount, and even sine qua non information that could transform their customers’ business. It is very possible that instead of looking for new margins and markets you may already have exactly what your customers need; your knowledge.