Sometimes short and sweet is very good, which is one of the reasons I love “The World’s Shortest Ezine,” by Tom Letourneau. The following is from Tom’s May 2005 Issue.
What’s important to your customers?
By Tom Letourneau
According to Howard Stevens, Chairman and CEO of HR Chally, an organizational development and research firm, the most critical element in your customer relationships is the salesperson.
Customers of selected Fortune 500 companies were asked what was the most important component in creating a competitive differentiation among same-product suppliers. The number one response (39%) was the primary contact salesperson. Second (22%) was the ability to offer a “total solution” to the customer’s need. Third (21%) was quality. And a distant fourth (18%) was price.
Isn’t it interesting that price was less than half as important to the customer as the bond with the salesperson who spends time understanding the customer’s business? The client wants someone who is willing to go to every extreme to manage the relationship.
Stevens said, “A quality sales force will make up for an average product, but an outstanding product will not make up for an average sales team.”
Why then do we spend so much time fretting over our pricing when we should be investing in our sales force? Of course price is significant but more important, today’s customers want to work with someone who cares about them.
From The World’s Shortest Ezine by Tom Letourneau (800) 845-7553 / www.TomSpeaks.net
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