Link: Small business - advice to help start a business.
"Take potential and existing customers’ characteristics into account when you are considering whether relationship marketing can work for you. Some customers may only be looking for the cheapest product and the quickest way of getting it, and will have no interest in high levels of service or loyalty schemes, for example."
Michael King, President of Grizzard Performance Group, in deploying CPM (Customer Profitability Management) model would add to this that we need to ensure that we are pursuing clients that are the most profitable.
Bob Beck, President of Sales Builders, Inc., would add to this that if cheap price is what the client is looking for, it is likely that you're marketing and selling too low, hierarchically, in the client organization. Staff level people understand price because that is what they are measured on. Senior-level management understands overall organizational value. To learn more about this subject from Bob here are some options:
- Order a copy of his new book "Mutual Respect: The art and practice of the Quid Pro Quo selling approach"
- Review his Quid Pro Quo training courses
- Review Executive Link (Vertical-specific, role-specific prospect intelligence)
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