Understand Customer Culture for Success
Have you tried to win new business with a customer when your company was the "little guy" on the block? It's a tough task. It is even more difficult when the customer is a large global company that is extremely selective in choosing new suppliers. The experience demands courage, hard work, listening closely, and most importantly, understanding and respect for the culture of the customer.
About 30 years ago, when foreign car makers began to plan for domestic production of their products here in the USA, those companies from Asia and Europe invested a great deal of time and money to find suppliers locally. One of them, a European company with a strong focus on technology and quality, sought proposals from four suppliers of a certain commodity, including one of the smaller suppliers that held just a 5% share of the local market at the time.
I was one of the points of contact with that smaller company that included a team of sales, engineering and senior management personnel who met with and visited the European company to pitch our products and services. After nearly 12 months of effort we won the contract and beat out three larger companies. Later, when there was time to talk with my customer contacts I asked them "Why did our company win?" They told me "Because you respected our culture and made us feel comfortable that we could work with you."
Are you developing the points of contact in your company to help build relationships with your customers? Does that include the customer's culture? Make it part of your strategy and your business will grow and prosper.
About 30 years ago, when foreign car makers began to plan for domestic production of their products here in the USA, those companies from Asia and Europe invested a great deal of time and money to find suppliers locally. One of them, a European company with a strong focus on technology and quality, sought proposals from four suppliers of a certain commodity, including one of the smaller suppliers that held just a 5% share of the local market at the time.
I was one of the points of contact with that smaller company that included a team of sales, engineering and senior management personnel who met with and visited the European company to pitch our products and services. After nearly 12 months of effort we won the contract and beat out three larger companies. Later, when there was time to talk with my customer contacts I asked them "Why did our company win?" They told me "Because you respected our culture and made us feel comfortable that we could work with you."
Are you developing the points of contact in your company to help build relationships with your customers? Does that include the customer's culture? Make it part of your strategy and your business will grow and prosper.
Ignoring culture is also why most mergers and acquisitions fail along with any other strategic change initiatives. In sales it is all about relationships, respect and ultimately revenue. Thanks for sharing a real experience.
Reply to this
Excellent article!
Reply to this
Where can I find more information on the topic of this article?
Reply to this
Thank you for your inquiry. I would suggest doing an on line search of business and management articles. The Harvard Business Review often has excellent articles with researched references.
Reply to this
Write more often
Reply to this
Thank you for your request. I will try.
Reply to this
Thank you for your request. I will try.
Reply to this
Great insight, great article, and thanks for sharing it.
How to subscribe on your blog ???
Reply to this
Thank you and thanks for asking. I need to set up an RSS feed. Please check back soon.
Reply to this
I can not find a feedback form. How can I contact the owner of the site?
Reply to this
Please see the RSS Twitter feed near the bottom of the page.
Reply to this
I would like to see continued...
Reply to this
Develop a theme further. It is interesting to learn more!
Reply to this
Cool
Reply to this
I, too, is sometimes see, but somehow had not attached any importance to this.
Reply to this
That's it for this article begin to read this blog. Plus, a subscriber
Reply to this