Maintain objectivity by putting yourself in the customer's place

The best marketers are those who are best able to put themselves right inside the customer's mind. Here are four ways to do that.

1) Pretend you're the customer: buy things online yourself. Visit your own storefront and try to be objective about what you see there and how it might be improved. Send in an order and see how it's processed.

2) Listen to your customers: Talk to customers whenever possible, either on the phone or via e-mail. Send out questionnaires and offer a small gift for returning them.

3) Listen to your staff: Talk regularly with your employees about their experiences with your procedures and policies and with customers they serve. Some of your best customers will often tell an employee something they wouldn't tell you.

4) Travel: Travel to other cities or countries and talk with people there. Listen to what they're telling you. You may discover a new market in another city or recognize an unfulfilled need that's common throughout the world.