Harvard Business School professor John Quelch writes a regular marketing blog called Marketing Know-How, and recently published a blog post on "How to be a Customer."
Quelch notes that marketing, as we practice it, is almost exclusively focused on how to identify, find, attract and sell customers. But what if we turn the equation around and look at if from the customer perspective? What do customers need to do to be better customers (than other customers) in the eyes of the seller? Would their interaction with sellers improve, and could they actually be the variable factor in creating a more positive customer experience?
Instead of looking at how to take advantage of a selling system or working from a self-oriented customer approach, Quelch gives the following guidance on behaviors that can elevate any customer's "game," change a one-sided dynamic to a mutual customer and seller win-win, and transform the entire buying experience - for everyone:
- Be Demanding: Inform the seller politely that you have offer options and will seek out more than one bid. Get references as any trustworthy supplier will have them and gladly supply them. Negotiate and get clear terms, in a positive manner.
- Be Respectful: Be professional in all your dealings and communications and approach all situations from a straightforward and positive perspective. Be polite, respectful. Don't be late and waste something else's time.
- Be Reliable: Don't keep a salesperson or vendor waiting if they are arrived for an meeting with you on time. Pay in a timely fashion, according to terms. Don't ask for freebies that weren't a part of a term sheet.
- Be Surprising: Reward good work - leave a tip if that is the situation. Pay a little more or pick up some cost if a seller's work or product exceeds expectations.
- Be Engaging: A smart customer differentiates herself be engaging with the seller, striking up a connection that goes beyond the immediate transaction. Acknowledge and treat the seller as an equal, and see how you can play a role beyond just being a "buyer."
Check out John Quelch's blog, and join his online discussion at Harvard Business Online.
Shivonne Byrne, Innuity CMO