Everyone (including you) needs to visit customers. Here's what you need to remember.

It was another internal company battle, sales vs. marketing, spittle flying, blood pressures rising. It took place years ago, at a long-gone technology company I worked for, over whether to bolt on a feature to a product that didn’t work anyway. The argument was more entertaining, but the outcome was pre-determined, as always: TKO, sales.

Sales nearly always wins these kinds of arguments. Why? Because sales holds the customer relationships, which provides leverage and perceived credibility to drive change in an organization on behalf of the customer.

Professionals in all other areas of a company must push out from behind the desk and go on customer calls from time-to-time. Marketing, communications, finance, IT, operations. You must do this.

Are you nervous about calling on customers? I get it – I lean to the introverted side myself. Here's the one thing you need to remember:

It's not about you.

It’s not. At all. You don’t have the pressure of securing a purchase order or a renewal. You don’t need to go out and dazzle a customer and make them your best friend for life like that John Elway commercial:

Focus on the customer and on learning. Stop being so self-conscious. Your genuine interest will probably end up impressing the other person more than you know.

It's really this simple: if you don't visit customers, you damage your career. You will fall behind the learning curve and networking strengths of your colleagues who do get out and interact face-to-face with real, bill-paying customers. So, in summary:

Visiting customers:

• Builds your network

• Uncovers insight you can't get elsewhere

• Improves your ability to change your organization

Not visiting customers:

• Lessens your visibility inside and outside your organization

• Restricts your learning curve

• Yields power and influence to others

Don't find time to do this. Make time. You, your customers and your company will all benefit.