Tag Archives: Outsource Channel Executives

Customer Success is Your Success

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Bill Gates is reputed to have said, “When your customer buys from the competition, you lose twice: you don’t get the money and they do.” That’s so true! It diminishes your ability to be successful and increases their ability to dominate the market.

The market votes with money. Customer favorites grow their market share, those that don’t deliver the goods fail. Any organization that leads their market is the temporary winner. The business race is run every day and the finish line moves every day. The rules of the game change at the whim of consumers, at the behest of the news, and on the activity of competitors. Customer priorities can shift in a second leaving once vaunted products gasping for breath.

For example, Conde Nast recently chose to close down a foodie institution, Gourmet Magazine, after nearly 70 years of publication. In the face of growing popularity of celebrity chefs and Food Network, the grand dame of the gourmand couldn’t keep up, with advertising revenues at half of where they were a year before.

Just because you’ve been successful is no longer any shred of guarantee that you’ll remain successful because customers keep changing the definition of success. The point is that your customers each have a definition of success. For some it’s just making it to retirement without any hassles or mess. To others, it’s growing their career (what ever that means in today’s world). To others, it’s just making a paycheck until they win the lottery. To some, it’s doing what they’re passionate about, whether at home, at work, or at play.

When you help your customer be successful, no matter how they define it, you have become successful as an organization, for now. When you track how they measure success, and keep making them successful, you have become CompetitionProof.

Caring Creates CompetitionProof Customers

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No doubt, you’ve recently been served by someone that obviously didn’t care: they didn’t care about their job, about their product, certainly not about you. How likely are you to select a different vendor next time?

A caring attitude and behavior seems to be way less common today, yet is a critical component of creating a CompetitionProof environment. It’s really easy to demonstrate caring. Here are a few examples: When you are working with a customer, give them your full attention. That means not checking your watch, answering the phone, multitasking, or being distracted by other activities.

Act as if the customer you’re with is the only customer you have and see what happens to your sales. Take a few seconds to see what else your customer needs from you. Surprisingly, sales people say, “Anything else?” which tends to cut off the conversation. Instead say, “What more can I do for you,” which opens to further discussion.

Remember, if you customer has to go to another vendor to get what they need, you’re highly vulnerable to competitive attack. Set up your environment to let customers know that you care. Does your screen saver say, “I’d rather be golfing?” That’s a not so subtle indicator that they may not have your complete attention.

When you show your customers that you care about them, you create a CompetitionProof impression.

Today’s post was inspired by a great conversation with colleague, Tim Richardson (http://timrichardson.com/), as he was driving to South Dakota to speak for the governor. Tim’s forthcoming book is about the impact that a caring culture has on business success.