I recently flipped through an old copy of the book with the understated title, “Successful Large Account Management,” by Miller, Heiman with Tuleja. The opening to the chapter on setting strategic goals is so good and relevant to creating value for customers, I wanted to reprint it here verbatim.Read More
An enormous amount of damage has been done to the profession of sales, and capitalism in general, because business people often believe their objective is to “make a sale.” In most cases, that’s short-sighted and wrong. The very words “sales” and “selling” convey pushing something on someone, often something they don’t need or want. How would you feel if you learned that your physician believed his mission is to “do procedures” on you?!Read More
To understand, create, and deliver a world-class customer experience, companies must discover what consumers want to accomplish at each step along the path of consuming the offering.
Theodore Levitt taught us that “people don’t want to buy a ¼” drill; they want a ¼” hole!” In other words, solutions (drills) are totally separate and distinct from customer needs (making holes). For example:Read More
While customer satisfaction surveys can yield a lot of useful information to improve your offerings for current customers, they cannot discover your best opportunities for growth and improvement. Here’s why: