I don't want you as a customer at all!

You are who you are selling to

They sometimes say: you are what you eat. In the business world, this is no different. Too often it is forgotten that an organization and a brand is not only made or cracked by its own products, services, employees and marketing. The users of your products and services (aka customers) also have an impact on whether or not you are successful. Just think of the main reason we collect customer feedback en masse. We want to prevent customers from rejecting us and instead do so well that customers start recommending us to others (promoters). Makes sense, because with these promoters you have a good marketing tool in your hands and at low cost too. With physical products, the users also literally become the carriers of your brand. So realize that your customers are a showcase for your organization and brand in various ways and thus also help determine its strength or weakness! What also plays a role here is the job satisfaction of employees. As an employee, working with great customers just makes you happier, doesn't it? And since I believe in the positive effect of happy employees on serving customers, this cuts both ways.

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Also better for your customer

So make choices about which group of customers you want to be there for and which you don't, and make sure you don't become everybody's friend. This will strengthen your identity and give you a more unique position, making you more recognizable and creating more distinctiveness. In short, it's going to help you! I think a good example is the TUI Sensimar concept. These are hotels where children are not welcome. So they say to families; we don't want you here as a customer. And in doing so, they very deliberately choose a different target group. Couples who want to enjoy their vacation undisturbed (no crying, no crowded pools with screaming children). Strangely enough, it can also help your customer if you sell him "no". If you can get to the bottom of your customer's needs and understand their problem, you can come up with the best solution. And it may well be that your organization does not offer the best solution. Then the customer is best served by this honest answer and possibly a referral to an organization that does offer this solution. And yes, that may be a competitor.

What about my sales?

"But then I'm helping my competitor get sales!?" I hear you thinking. True, but you have to look at this not from yourself or your competitor's point of view, but from your customer's point of view. His problem is now being solved in the best way and you have put him on the right track. So no short-term revenue, but value delivered. And think about what this could mean for the longer term. After all, the customer is satisfied with the help you provided in solving his problem. That's only customer-driven, if that doesn't become a promoter! So make choices, understand your customer's problem and then dare to say: I don't want you as a customer at all, but I will help you solve your problem! Try it and see what it brings you.

Would you like to find out for yourself in what ways you can be even more customer-driven?

Read all about the trends and challenges in this area in the National Customer Engagement Monitor and feel free to contact me. I would love to help you further!

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