“The customer is always right” did not start out as an adage to be taken literally. It was a catchphrase that was drilled into salespeople’s minds to ensure they behave whenever they faced their customers. The expression has since blown up into a powerful consumer argument, one that has driven businesses to turn a keener ear toward their markets. In many ways, this has helped leverage the success of many brands and businesses. By listening to what the customers have to say, companies get a better idea on what needs to be improved on their products or services.
Times Square in New York City is a place that is always abuzz with activity. Apart from the never-ending flood of people and vehicles hustling through the streets, the buildings are covered in colorful, sprawling billboards, promoting the latest movies and musicals, or enticing people to notice a brand. For decades, agencies have tried to [...]
Selling meant singing nothing but praises, and getting customers to buy was the only end point for marketing efforts. And then… it changed. Over the years, sales and marketing have become quite sophisticated due in part to evolving consumer behaviors and expectations. Today’s customers are not as so easily wowed by “smoke and mirrors”. It is not enough that marketers say their product is the best. Even ‘New!’ doesn’t work as well any more. We live in an over-saturated — over-messaged – marketplace.
The story of David and Goliath is, of course, a classic Biblical story. Some of you might have heard it at Sunday School when you were kids. The headline would read: “Shepherd boy defeats giant, using only slingshot and a few carefully chosen stones!” The story is often told as a metaphor for the victory of the underdog — how a small, usually insignificant entity can overthrow the dominating opposition.
Your understanding of your target customer will influence your marketing and the direct sales communication you have with them and the way you interact and serve them.
Access challenges run both ways: smaller companies face challenges selling to bigger ones, but oftentimes, bigger players can’t get small enough to sell to smaller companies or individual buyers.
Sometimes, the development of a new product doesn’t start with a specific problem.
So I called and left voicemails – even sent faxes – urgently communicating, “let us help you figure out how our services can work for you. We can make this work.”
I had a week left before the renewal deadline. I called early mornings and late nights in hopes that I would get Lisa on the line. One early morning, a day before the due date, she finally picks up. “Is this about the renewal?” she asks nonchalantly. “What do we need to do for it?”
