I believe in this statement by marketing guru Peter Drucker;
" Because the purpose of a business is to create a CUSTOMER, the business enterprise has only two basic functions;
MARKETING and INNOVATION.
Marketing and innovation produce results: all the rest are costs.
Marketing is the distinguishing, unique function of the business."
So now consider these 2 scenarios:
1. I recently placed a relatively small) order (200) to one of my suppliers. Their answer was that they will not start their machines for such a small order. This is a product that is in constant demand that they require for their own product assembly as well. (Thursday) No alternatives given.
I then sent out enquiries and early Saturday morning I received a WhatsApp message apologizing for not replying yesterday as they were out of stock, but "the guys worked a night shift and we will be ready to ship on Monday." So did this guy who was innovative in getting products made, create a customer? Most certainly yes.
2. I was verbally quoted for a job, but when the written quote arrived, it was R1.5k more. I accepted it without a query as I believe in paying for work done. However, the contractor outsourced his work as he had a more lucrative contract and the substitute stuffed it up. No innovation as he did not know how to overcome a problem. I had to show him alternatives and he still messed it up. The original contractor was called to site and all he did was make excuses. He still had the audacity to charge me for labour on re-work.
Did he create a customer? No, definitely not!
The customer is the reason for the existence of a business. Treating the customer with distain or disrespect is the worst thing you can do and easiest way to sink your business. Go to Hello Peter and see the type of complaints submitted. If you have a difficult customer, put everything in writing so that it is clear as to who said what so that you can cover yourself. In my experience the most difficult customers have often become ambassadors for businesses that attended to their queries and misconceptions.
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