do we really know?
So what do Customers want from you, their selected Supplier.
A recent USA survey asked Customers this exact question.
The top 5 responses were -
- A Suppler who offers unique & valuable perspectives to my business
To break it down, the #1 thing a Customer seeks from a Supplier is support in helping them identify new opportunities - to cut costs, increase revenue, penetrate new markets & mitigate risk in ways they themselves have not yet picked up.
The key differentiator is; NOT the quality of your products, but the value of your insights.
- A Supplier who helps me navigate alternatives
Customers want Suppliers who can explain why they’re more valuable than others to them. Those who are able to pinpoint areas where your unique advantages & options, meet the Customer’s critical needs.
- A Supplier who provides ongoing advice & consultation
The top Suppliers don’t win through the quality of their products, but through the quality of the insight they deliver as part of the sale itself. They win customer loyalty not by “discovering” what customers already know they need, but by teaching them a new way of thinking altogether. Customers want a Supplier who is able present innovative solutions to problems. They look to your responsiveness & creativity.
- A Supplier who helps me avoid potential landmines
Customers look to Suppliers who understand their needs even better than they do. These Suppliers share new perspectives, specifically tailored to their Customers’ most pressing business needs. Top Suppliers have to know your Customers’ business better than they do. Only then can you show Customers different ways to think about their businesses & how to avoid potential pitfalls.
- A supplier who educates me on new issues & outcomes.
Customers want a Supplier who can challenge their assumptions. What data, information or insight can you provide that changes their thinking about their businesses? As technology opens new doors, overwhelmed Customers find themselves looking for a Supplier able to guide them through the challenges they face.
Ultimately, Customers today seek an expert in their field.
Carrying a price list & catalogue is no longer enough.
It is the Supplier who takes the time & trouble to learn – all you can about your own AND your Customers’ markets.
Only then can you add real value to your Customers’ business.
Happy selling!
Richard
