Know thy customer

By Mark Sanborn Sanborn & Associates Denver. Co.

"It's not enough to get close to the courtesy. Too often we forget that customer. You've got to be glued to years of relationship-building done by the customer. " sales and marketing can be undone by -TomPeters even employees who aren't by title salespeople.

\ZOU S'END every dav in person 1 : ^ change money. Today the shortage is I ;;;-th" pt on"'*i,i ;;;:;; z- customers want things fast. To time. with so-eoqo oi American couand customers. you ,t ""fi t"i* " some customers, speed is more impor- ples both working, convenience has lor about rhem, right? A;i;;;il tant than quality' People don't usual- become more importanr than ever. companies across ernrri*, i- rur- ly^order a Domino's pizza, fot exam- How easy is ii to do business with prised by how little rd;;;#-b"rt because it's the best pizzaavail- your company and how long does it n"s,,"ary knows ur""ii,, ""i,il;;. mustlearntocompeteintime'Anti-todobusinesswith'Examineevery

story at a Gtance

What you need to know aboul have it' Provide just-in-time service. locations, telephone tyitem, forms. your customers their 3 . Crrto*ers like convenience. Are they easy to understand and quick wants, likes and needs. 6entistry is competitiv". Th;;; ;" to use? If not, change them. almostaSmanydentistsinAmericaas4.rt,"CuStomerdefinesquality. cavtties. Yet I met a dentist who is Manufacturing and marketing say the Yet that there are several key char- extremely busy and successful. His product is tenific. Now all the Jales_ acteristics shared by almost all cus- secret? He has a mobile dental unit. people need to do is convince the customers. Here are five things I know He charges a premium for his ser- io-"r, who (for some odd reason) for sure about customers: vices, but his clients gladly pay it. thinks the pioduct is junk. Guess l. fnry only buy two things. Regard- Paul Hawkin says that in any soci- whose opinion counts? less of what we're selline;, "rrto"*"i, ety. there is a strategic shortage for The term "sales and marketing" is only buy solurions t" pr"Ui"*, ""J which people will be willing to ex- misleading because it first emphasizes good feelings. The beit salespeople sales. Selling is getting people to iell both. ioo often we forget that want what you have' Marketing is what we sell is less imporrant than -t0 rhe good reerings tllllii: +iTilffi'to,the obvious nrst, tnen tn" a"tuir,. ::i[

9,9S1{lryDnELI- having what the customer wants.

OF CUSTOM€K.5€KVIC€ Since selling is easier when rhi first step in clos.ing anv r rhu c"ld"n Rule: rhou shalr ni::li other pri- tffi: f,*illil t*fi:"""H; ;?l,"ri:#;ffil1tlj|!,:it1"r'l --orities above the care of thv customer. l"li'"s. rhe best prace to begin iorn". is- facing and then lI Soticit and listen to every word that proceedeth marketing is by asking cusdemonstrate how -your product out of thy customer's mouth. tomers how they define quality. or service can solve or help IItr proviaeth what thy customer al*ays buys: 5. on" size doesn'tfit all. The address it. This is the utility Solgtions to problems and good feelings. mass market is dead. Customfunction in selling. Sometimes r\/ o^^r.-. -. , : -_ _ _r ers aren't asking for more the prospect isiware of rhe lY seek y-9-first-the unsatisfied customer and opilon, - they are demanding problem-but often you must _-profitshallbeaddeduntoyou. ttir-. That,s because they leverage that problem into con- V Let not one moment of customer c6ntact pass don't consider themselves "typscious awareness.

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ple buy are the relatrunslrp management function of se.ll- Vll Worship consistent quality above temporary "No problem," you say. ing. People won't necessarily brilliance- .We'll bi glad to cuitomize'if buy from us because tTl tl,I': VIII Do wharever rhy comperitor doth do, only the- customJr is willing to pay a |_tl j"l.l"iJ.ylii 1"]::: 'o-?11 do more of it, do it better una ao ir fasrer. little extra'" That's the attitude Irom us lI tney oon L l nat of marketing dinosaurs. The means in every interaction with trX, Underpromise and overdeliver.

n"""rrury competitive advanour organization, the tu.1t^o^T^"] X Al*ays honor thy customer and humor thyself. tage is "mass cuitomization," or or prospect should be treated -- - -'. -r- ,viding a customized product with the utmost ."rp""i unJ - sunborn & Associutes lll -urr-oroduced price.