October 7, 2024 by Mike Manazir – (4-5 minutes)

Sarah Thompson, CEO of Baxter’s Bricks, stared at her screen. One of their biggest clients had sent feedback: “It feels like you’re not listening to what we need.”

She shared the email with Rick Nelson, COO, the next morning. “We’ve been so focused on growth—innovating, expanding—but this note to me appears as if we’ve stopped listening to our current customers somehow,” she admitted.

Rick, brow furrowed, rubbed his chin. “Huh. How did we miss this?”

That evening, Sarah called her mentor, Jason, for advice. “Jason, we’re slipping. Customers feel unheard, and we didn’t see it coming.”

Jason chuckled. “Sarah, it sounds like you’re running on autopilot. You’re getting things done, but how do you know that you and your team are really paying attention?”

“Okay, how do we fix it?”

Jason didn’t hesitate. “You need to get out of the office and into your customers’ world. Schedule lunch meetings with your top clients—thank them and ask for honest feedback.

Then ask three questions:

1) Why did you choose to do business with Baxter?

2) On a scale of 0-10, how would you rate the service from Baxter over the past year?

3) What is one thing we can do to earn a 10?”

Sarah scribbled down notes, smiling. “A little humble pie over lunch. Got it.”

The Lunch Meetings

Sarah and Rick set up lunch meetings with their top five clients. No fancy presentations—just casual conversations to dig into the truth.

At their first lunch, they met with Dan, a loyal client. After small talk, Sarah took a breath and asked, “Dan, you had many options—why did you choose Baxter?”

Dan grinned. “That’s easy—you deliver high-quality products. I know what I’m getting with you.”

Rick nodded, encouraged. “Alright, how would you rate our service from the past year, on a scale of 0-10?” Dan hesitated. “a 7.”

Sarah blinked. “a 7? What’s holding us back from getting a higher rating?”

Dan leaned in. “Lately, the communication’s been… lacking. We used to have regular check-ins, but now it feels like I only hear from you when it’s time to pay an invoice. I need more than bricks—I need a partner.”

What They Learned

Over the next few weeks, the same pattern emerged at each lunch. Clients loved Baxter’s products, but communication had slipped. Regular touch points were missing, and the personal connection had faded. Customers felt like they were talking to a business machine, not real partners.

“We’ve been running the show like a factory,” Rick reflected. “But it turns out we’ve been shipping bricks without checking if anyone still needs them.”

Sarah sighed. “Jason was right. We stopped listening.”

The Fix

Back in the office, Sarah and Rick regrouped. “Here’s what we’re going to do,” Sarah said.

“Every client will get a monthly check-in—no exceptions. I don’t care if it’s a five-minute call. We’re getting back in the trenches with them.”

They also launched a new campaign called Client for Life, assigning a customer advocate to every major account to ensure clients felt valued at every stage. After every project, they asked for feedback immediately, making it part of their workflow.

Within a few months, the difference was clear. Customers felt heard, and their ratings started climbing. Dan even wrote back after one of the check-ins: “Now we’re talking! I’m feeling like a 9… maybe even a 10 soon!”

The Lesson

At a leadership meeting, Sarah grinned as she recounted the journey. “Jason was right—sometimes it just takes lunch and a few hard questions.”

Rick laughed. “Yes, but I’m glad Dan didn’t throw his sandwich at us when we asked for that rating.”

Sarah smiled, quoting Jason’s advice. “‘To truly listen is to risk being changed forever.’”

And with that, Baxter’s Bricks had rediscovered the heart of its business—its customers.

Make a customer, not a sale.

Lead from your heart. Lead to Win.

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