Benchmarks Are the Key to Success

We've all had demanding clients. Countless times I have heard (or felt) that there are certain customers or prospects who are "Far too demanding" or have "Unrealistic Expectations". But then I also noticed something else. To gain or retain their business, we would try, and usually succeed in meeting their "Crazy Demands". We would work very hard on their orders, paying close attention to all the criteria necessary to fulfill their requests, and I had an epiphany. What if our company set this "Crazy" Benchmark? What would happen then?

I suggest you try the following as an exercise in excellence:

• Go through your list of clients and rate them from "Easy" to "Difficult".
• Take the ones that are "Difficult" and list the reasons you find them hard to work with. Some of the reasons will probably be that they are hard to deal with and have "Unrealistic Expectations" for a myriad of reasons.
• Rate yourselves on how you have performed against their unrealistic expectations. For example, if they had unrealistic service requests, have you been able to provide any or all of their requirements and still remain profitable. I would guess that the answer is at least sometimes "Yes".
• Then take the list of your "Easy" customers. Do you provide them the same service and attention that you offer to your "Difficult" customers, or do you simply take those for granted? What if you provided them the same attention as your difficult customers? What do you think would happen then?

I think that you will find after performing this exercise, that your company is capable of so much more, and you are already proving that it is possible. Of course some of the unrealistic items found on the list will be throw aways, but there will also be very many helpful ways to make your company better in your standard operating procedures. Adopt some of these into your daily routine and strategic plan, so that even your "Easy" clients see a noticable change in the way they are being treated that they may even recommend you to other potential clients and prospects.

My point, if you set the expectations against your toughest challenges, you will concoct a recipie for continued growth and continued success. Heck, maybe other companies will even look at you as the Benchmark for your industry.

As always, if you need help with growth initiatives, or with ideas of how to make your company the best it possibly can be, please contact me at [email protected]. We'd welcome the opportunity to work with you to plan and implement Immediate and Targeted Solutions!

DK