Modern Distribution Mag MDM Blog, Management Tips
August 24,2011
In distribution, it's often said that relationships are the core of the business. But be careful not to lull yourself into a false sense of security just because you have the "relationship" with the customer. Having the "relationship" is often an excuse for simply being lazy, says Ross Elliott in How Well Do You Really Know Your Customers? You don't work the account the way you would an account you are trying to win. You count the customer's business as being in the "bank."
The world today demands more, he says. Customers demand more. And it starts with looking at the company through the eyes of the customer to really understand what they want. Is it just a buddy relationship, or do they trust you enough to share the challenges they are facing? Do they trust that you have the expertise to help them succeed? Will they tell you when (and where) they’re looking to expand?
Or will they take that to your competitor who appears more interested in their business?
Customer-centric companies don't just rely on the relationship; they build on it with information and tailored responses. They collect data on the where the customer wants to go, not just when his kids' baseball games are. They view their customers as partners, and not just things to be won or lost.
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