When you go to work do you conciously think, ‘right, I’m at work now. I’m a professional. I’m not going to think about that great Paul Smith suit I saw at the weekend; or those amazing black shoes or wonder if there will be any tickets left for the X Factor Live Show Final!’
Of course you don’t! Throughout the course of your day-to-day work life you don’t stop being a customer…
You buy things you want, not what you need; except for the necessities and the little indulgences at your favourite super market like tripple beligan chocolate cheescake – scrum 
Sometimes you complain about what you’ve bought wasn’t what you were expecting or the service you had wasn’t ‘up-to-scratch’ and are quick to tell everyone about it! But you’re just as keen to tell a friend or loved one – sometimes both – that they need to get down to Mr Widgits because the ‘Ojima Thingy-me-Bob’ is fantastic and it’s on special offer!
So you know how to be a customer, and how to think like one – it comes naturally.
But can you think like your customers do? Can you be empathetic, knowledgeable, and genuine regarding the products or services you sell? Yes – great. If not, then how can you expect your customers to…!
In Social Media, we can’t control what’s being said. And to some extent, we can’t control peoples perception either. But we can support the conversation by being helpful and ensure that the ‘solutions’ we offer provide clear benefits in a way that can be understood by the varity of people they are designed for.
People need to hear and see what you offer from their perspective. From A-Z. From every possible angle. It’s not about one size fits all any more, we need to focus our attention on the niche markets as well.
The rules of engagement have shifted and we need to engage with people on their terms according to their rules.
So be the people that you want to reach and see what you do through their eyes; it might just change your perspective and open your eyes…
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One of the principles I try to get through to businesses about social media, blogs, etc, is that the conversation about your brand happens with or without you.
Ignoring it and hoping it will go away doesn't mean it doesn't happen. It just means you aren't involved.
Trying to stop it or dominate it is equally problematic.
Instead, businesses should be prepared to become a participant in the conversation, and listen and contribute. If they do this openly, there's a good chance their opinion will at least be heard.
And you're right. Why do marketers think of customers as being “people out there”. We're all customers, and we all love to buy things that we want, and hate to be sold to.