If customer satisfaction is how you are measuring your performance then prepare to be surprised. Traditional measures of customer satisfaction are a poor indicator of customer loyalty. In our experience sellers typically overestimate the levels of loyalty and satisfaction of their customers. That is because they don’t know what their customers are thinking and in [...]
Ask buyers and they will tell you that most suppliers are dispensable. Yet this is something that continues to catch suppliers off-guard. This is because it is not the seller’s competitive advantage that matters, but their ability to impact on the success of the customer’s business. The seller’s ultimate goal in respect of key [...]
Sales and marketing has long suffered from a split personality. This is often described in terms of the hunter and farmer. The hunter persona generally typifies the traditional view of the sales professional that aggressively seeks out customers in a proactive manner and rules supreme when there is buoyant growth in the economy. The farmer [...]
The pursuit of customer satisfaction as the end goal of sales and marketing is misguided. Satisfaction is a fluffy and wooly concept that misses the whole point of the buyer-seller relationship. It is not the satisfaction of the buyer that matters, but the results you have helped them achieve. The Manager — Buyer in a [...]
For far too many organizations the approach to customer relationship management is ad hoc, as opposed to structured and systematic. But, as one manager put it: ‘If organizations are not prepared to put the time and effort into the basics of account management then they don’t deserve to keep their existing customers.’ Just How Proactive [...]
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