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 SPEND every day in person ) .,,")^_-_- ..,^-t aL:-^ chanse money. Today the shortage is I or on the phone with prospect and custome.r. you shouli mf* a some.customers, speed is more impol_ ples both working, convenience has lot about them, right? ili;";t;;rh tant than quality. People don't usual- Leco-e more impJrtant than ever. companies u"rori e-"ti*, i* r".- ly order a Domino's pizza, for exam- How easy is ii to do business with prised by how little til;;;;;-b*i- ple, because i1's the best pizza avail- your company and how long does it ness realiy knows uuoui iir ffiil;;. able' They order it because it's fast' iake? Ali other things "quul, bry"r, Ifyou want to be leading edge, you call the firm that is eisiesi ani fastest mustlearntocompeteintime.Anti-todobusinesswith.Examineevery story

at a Gtance

What you need to know aboul have it. Provide just-in-time service. locations, telephone ,yrt"-, forms. your customers wants, f ikes and needs. ientistry is competitiv ". ';;;;;;;; to use? If not, change them. almostasmanydentistsinAmericaas4.rn,cuStomerdefinesquality. yet that rhere are severar key char- acteristics shared by almost all cus- secret? He has a mobile dental unit. p""pi" "*a to do is convince the cus- tomers' Here are five things I know He charges a premium for his ser- io.n'".,-*rro (for some odd reason) for sure about customers: vices, buihis clients gladly pay it. tfrints the product is junk. Guess l. fn"y only buy two things. Regard- Paul Hawkin says that in any soci- whose opinibn counts? less of whai we're sellini custoiners ety. there is a strategic shortage for The term "sales and marketing" is only buy solutions to pr"oblems and which people will be willing to ex- misleading because it first emphasizes good feelings. The best salespeople sales. Selling is getting people to sell both. Too often we forget that ' want what you have. Marketing is what we sell is less important'than ' ^l-O !.9I{lryDlJNT$ traving w-hat the customer wants. whatpeoplebuy. OF CUf,tOM€R f€RVIC€ :,,' Since selling is easier when The first step in closing anv I rhe cold"n Rure: Thou shart -g":: other pri- tffi:f,?:-:ffitffiJ;L"ffJ our organization' the "u,:.:o:^T X ir*inr'nonor thy customer and humor thyself, iu"g" i, ".u* cuitomization," or or prospect should be treated with the utmost respect and

;?'iri:#J3:lltli*'lit11'j -i;' "u";;;;;,iiri,***r., sering. rhe best prace to begin tomer is facing and then Il Solicit 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 IIf proviOettr what thy customer always buys: J. On, size doesn'tfit alt. The address it' This is the utility solution.toprout"tnru"d;;;i;ril;;l- "-'" irass market is dead. customf;:"i:i,il::'i'J?-::ffiff: IV, seer<,;;,,,;'";-";"J;,,"** *o ers aren't asking ror more problem^butoften';"";;:;-'pion|'nirlil;il;;l;;:-leverage that problem into con- V rrt not orte mornent of customer contact pass don't consider themselves ..typscious awareness. unmanaged. rcal,, or ,.average.,, They per_ o'Jffirt""?: fil'Eill]!ffi; IL":::"J:th to the obvious nrsr, then rhe deta's. ruili";:,;?to ue'speciric management function of sell- Vl-l Worship consistent quality above temporary .,No problem,,, you say. ing. People won't necessarily brilliance. .,We,ll be glad to customize if :y6f;iil#iff",:'1:S",| ilff VIfI Do w|.1teye1$1 comrytitor doth do, onry the customer is wiling to pav a from us if rhey aon,i. ' .,.ffi __9o *o." of it, do it better und do ir fasrer. little extra'" That's the attitude means in every inr"ru",ion *iir iX uno.rpromise and overdeliver.

WHO'S H00: Attending Hoo-Hoo International's 103rd annual conv-ention Sepl. 10'14 in Milwaukee, Wi., were (1) Kevin MacPhee, Tom Lvnn, Torir Stumpf. i2) Bernie Barber, Bob Johnion, Jimmy iones, Bill Harley. (3) Bruce Bell. Jan-EvertsHermans, Jack Jacobson, John Bowles. (4) Neil Can, Andv Blackwell. (5) Doug Howick, Al'Meier. (6) Kevin Kelly, Dick Wilson' Lee Roberts. (7) Von Simpson, Dan Brown, Frank Aranza. (8j Charles Cabe, Beth Thomas, Anita Cabe. (9) Fred Frudd, Dave Rinell. (10) Tonv Vecchiolia, Al Dummer, Jane Smart' (11) (ba6k row) Tom O'Meara, Ed Foley, Patti Stasiak. Marv O'Meara Moynihan, Jim O'Meara; (seated Kevin Kelly, Ed Rtiche. The fralernity's next anirual meetinil is in Australia, Sept' 1996.

FOR DOMESTIC SALES CALL: Jerry Long. Michael Parrella. LYnn Bethurum. .Janet Parrella. Pete Ulloa, Bruce Keith. Matt Petersen. Jim Lawson.

FOR INTERNATIONAL SALES CALL: Nestor Pimentel. Abel Flores.