It is very difficult to sell a product or service to somebody when you have no deep understanding of the world in which they operate. That’s why you need to talk to your customers regularly and keep your finger on the pulse, it’s incredibly important. You must know their business challenges and what is going on in their minds to best serve them. You need to talk to them about their business, their issues and challenge, what they aspire to and what their goals are. Most importantly you need to understand what’s stopping them achieving their goals.