Tool Box
Issue No. 42 - August/September 2008
Indulge your customers: be yourself
by Ali Uren
It is no secret that we are becoming an increasingly disposable society where the lifecycle of products and services is becoming shorter as consumers chase the ‘next big thing’ that enters the market.
Consumers chase new brands in the hope they will meet their ever increasing wants and needs and are quick to move on if a brand does not.
This raises the question that if products and services can easily be thrown away, what do we have left to trade with customers and clients? The answer is people and personalities.
Consumers buy interaction
All of us, regardless of the industry or position we hold, are in the business of creating connections and relationships with clients/customers in the hope they will do business with us not just once, but time
after time.
Retailers may sell a physical product off the shelf, while the CEO of a major corporation may need to sell to staff a change in strategic direction and focus. The scenario is the same.
If we stop for a moment and really analyse what we do, often we will find our reason for being is a little more hidden than the tangible product or service we can see before us.
Our role when interfacing with the client is to sell relationships, trust and comfort, ultimately whatever that particular client wants at that moment in time.
Clients and customers live in an increasingly isolated society where businesses spruik largely the same product or service. Consumers are crying out for recognition and want to be indulged by the people they choose to do business with.
There has been no better time for businesses to take a stand and encourage their people to bring their personalities to the fore. Your clients and customers will thank you for it as will your bottom line.
Need to be indulged
Whether our business is small or large, service
that makes a personal impact is based on the following key principles:
Consumers must f...
