In the past, customers have had few choices of vendors depending on the product or service. Today, the customer has a wide variety to choose from, making the differentiation between companies increasingly difficult for both the customer and your prospects. Customizing your company’s solution to meet a customer’s needs is dependent on the knowledge you have of your customer. This knowledge usually comes from the relationship you have with your customer and what you learn and remember from that relationship.
The customer relationship begins well before the first contact that the salesperson has with the customer. If your marketing group has done its homework, it has already compiled information about the customer based on targeted markets and the customer’s need for your products and services. The marketing group has researched specific information about the company, its employees, and products. This information will serve as the foundation for the relationship that the salesperson will initiate with the customer.
Throughout the sales cycle, the salesperson maintains a relationship with the customer and obtains valuable knowledge and information on that customer. Sharing the customer’s needs and expectations with those individuals delivering the product or service is critical to the successful transition from sales to operations. The more you know about your customer, the better equipped you will be in managing the customer relationship and providing tailored solutions that meet the customer’s needs.
But, how can you get to know your customer better? I’ve got a couple ideas on what you can do. I’ll put them together and post them here in a day or two.
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