Mauro Libi Crestani: “The golden rule for every businessman is this: put yourself in the customers place.”
By Mauro Libi Crestani. Categorize Customers can be a very productive and profitable initiative for an office. I was to quote an article called Increasing Sales Productivity By Getting Salespeople to Work Smarter by Dr. Harish Sujan, Barton Weitz, and Mita Sujan. “While personal selling as a communication vehicle has the advantage of allowing salespeople to treat each customer differently, in practice, salespeople cannot take the time to treat each customer in a totally unique manner.”
“The golden rule for every businessman is this: put yourself in the customers place.” , Orison Swett Marden. People are different and companies are different. If you are trying to sell products to a woman’s boutique shop you may cater your sales pitch on beauty items, on items that would enhance a woman’s looks. If you were selling products to an auto repair shop, your sales pitch might cater to reliability of the product and its longevity.
Once I saw a movie with Mel Gibson. He was a poor salesman and was passed up for a promotion in his company even though he had been with that company for many years. He also was a poor dad who just could not get along with his daughter. His daughter felt that he didn’t care and that he didn’t understand her. Mel Gibson’s character then had an accident and as a result of that accident he was able to hear the thoughts going through woman’s minds. As he started to hear what women were thinking he began to realize that his mind was centered around his own wants and needs. Looking more into the wants and needs of his customers, family and friends, Mel Gibson’s character began to understand that people were individuals and he started putting in an effort to understand what they were thinking. The movie ended with him becoming a better salesman, better dad and a better person.
While all customers could be equally profitable, some clients are more profitable than others. By categorizing your customers, you can take the action that’s appropriate for them, identify their marketing and cater to their varying needs while improving your profits. You may break down your customers into general groups, which requires different marketing strategies to reach them. For example, separate customers who want you to come to them from those who are self-service, or group customers with volume accounts versus irregular buyers or standard product buyers versus premium purchasers. Focus on the qualities that make each group unique so that you can obtain the results you want.
Now, you can not be all things to all people. You have to find where your talents are best and it may be best to focus on those customers. It would be nice to sell luxury cars and cheap cars and cater to every type of customers needs. However, you may find it more profitable to sell one brand of cars or type of cars and cater to those customer needs.
Steve Jobs took customer service a step further. He said that you can not just try to understand your customers what they want right now, you have to try to figure out what they will want tomorrow. By Mauro Libi Crestani.
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