It was Sam Walton, founder of Wal-Mart, who proclaimed that the customer is the boss. It’s certainly good practice as set out in the Cre8tive Flow Blog on Marketing Right Now. Unfortunately a number of companies seem opposed to the idea. Here are some reasons why:
- 1. It is the prospect who is the boss
- The prospect has not decided and is in control, not the supplier.
- 2. The customer will buy only once
- The fish has been caught on the hook.
- 3. The supplier has many customers, the customer has only one supplier
- The customer needs the supplier but the supplier does not need the customer.
- 4. The customer has invested major effort in learning to use the product
- It would be a shame to lose all that effort.
- 5. The customer will incur major costs to switch to another supplier
- Better to suffer frustration than to have to pay out again.
- 6. The customer is locked in by a sales agreement
- Just think of the handcuffs created by three year cellphone sales agreements.
Was your pet peeve in that list? Why not add your view in the comments.