From: Subject: SellingPower.com Date: Wed, 16 Jan 2002 15:18:37 -0500 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0000_01C19EA1.127279E0"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V5.00.2314.1300 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C19EA1.127279E0 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.sellingpower.com/html_newsletter/search/display.asp?aid=402 SellingPower.com
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[ = Sea= rch=20 Again  | Back to = Results=20 ]

One Size Doesn't Fit All =
By Adriana Puckett

When you think of your customers do you take a = cookie-cutter approach, figuring that what makes one = customer happy=20 will make them all happy? If so, you could be making big = mistake say=20 Robert Blattberg, Gary Getz and Jacquelyn Thomas, authors of = Customer Equity: Building and Managing Relationships as = Valuable=20 Assets (Harvard Business School Press, 2001).

Just as = you=20 would never treat your boss the same as your co-worker, you = should=20 not treat your new customers the same as your established = ones.=20 "Prospects, new buyers, and long-time customers do not have = the same=20 needs, and as their relationships with a company change, so = do their=20 expectations and behavior," Blattberg, Getz and Thomas=20 say.

But, you ask yourself, "Don't all customers = deserve the=20 same treatment across the board - prompt service and = satisfaction=20 with your product?" The short answer is yes, but customers = go=20 through stages on their way to becoming the core of your = business.=20 Taking those stages into consideration when dealing with = each of=20 your customers will go a long way toward understanding their = needs.=20 Keep these in mind:

1. A bicycle built for = two
The=20 prospect stage is the wooing stage, making potential = customers aware=20 of your product or service and then persuading them to buy. = You=20 should focus on selling "basic products the customer can buy = that=20 eventually lead to trade-ups and add-on selling," say = Blattberg,=20 Getz and Thomas.

2. Would you like to try = one?
Have=20 you ever caught yourself having a little too much fun at the = sample-food carts at the grocery store? This is what your = first-time=20 customer is doing - trying you out, but not committed to you = yet. At=20 this stage good customer service is crucial. "Pricing, = although=20 important, is less critical=85as long as the product offered = provides=20 good value to the customer," say the authors.

3. = Keep 'em=20 coming
Although these early repeat customers have = bought your=20 product or service a few times, they are not core customers. = Why=20 not? Perhaps they have doubts about the customer service, = product=20 performance or have been intrigued by a competitor's = product.=20 Pricing and promotions do not play an important role here, = but=20 customer service does. "Product offerings should consist of = add-on=20 products that complement=85the firm's core products," say = Blattberg,=20 Getz and Thomas.

4. Your bread and = butter
Your goal=20 is to make every prospect into a core customer that sustains = and=20 grows your business. These customers know and like your = company,=20 which is why they should be treated with excellent customer = service=20 and quickly assuaged should any problems occur. By this = point in=20 your relationship, you should be familiar with the = customer's buying=20 history and offer relevant products. =


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Privacy & Security = at SellingPower.com
© Copyright = 1999-2000 Personal Selling Power Inc. All rights = reserved.
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