I have always been amazed at senior leaders lack of enthusiasm for the customer. Frankly, I know some that really don’t care about the customers. More often than not, actions speak louder than words. As a leader, I have been to many a trade show and I knew my peers from competing organizations were also in attendance, but many of them were behind closed doors, rather than meeting with customers on the exhibit floor. Why did I work the exhibits alongside my commercial team? Support the team….see the customer and send a message. There is more than enough time when the exhibits are closed to conduct personal business.
After all, if you believe Peter Drucker:
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”