The Value in Knowing Your Customer Better
I recently managed to meet with the top executive of an organisation I had been trying to get a meeting with for some time.
After much research in finding this company, which was brought to my attention through word of mouth, I set about trying to target them a bit more aggressively, and took some time and effort to find out who exactly the right contact was that I needed to deal with for my very specific requirement.
After the writing to introduce oneself (yes in the traditional paper form), as well as follow up by email and then again email (you know how it is...
"I am following up on...
") and tried to speak to on the phone, but without a great deal of success, I took the additional step and trouble of going to see them.
After making an appointment through the all-important gate-keeper, yes the PA, he was gracious enough to afford me some time to meet directly with him at his office (as they are abroad, this was not as straight forward as it sounds).
What good value that ticket turned out to be.
As I met with him, he commented to me that he didn't like talking too much on the phone (perhaps it's a generation thing but I also know people in the younger generation who have the same affliction), and email was good for continuing communications, but not for the initial setting up of a relationship.
He very much preferred meeting someone for the first time and dealing face to face, before making any commitment.
"You can accomplish so much more, as well as get a feel of who you are dealing with.
Get to know them.
" How right he is, as we built a good rapport that we never did or could on the phone or email.
As well as showing the value of meetings (and indeed other tools in the marketers box - the traditional pen and paper (direct mail), as well as exhibitions, it also demonstrates the need to get to know your customer better and their buying behaviour.
New customers can take time to nurture and build a relationship.
Every customer IS different, even in the more structured b2b marketing world.
You need to get to know your customer, but also know who your potential customer actually is and how they wish to conduct business.
Makes life much easier!
After much research in finding this company, which was brought to my attention through word of mouth, I set about trying to target them a bit more aggressively, and took some time and effort to find out who exactly the right contact was that I needed to deal with for my very specific requirement.
After the writing to introduce oneself (yes in the traditional paper form), as well as follow up by email and then again email (you know how it is...
"I am following up on...
") and tried to speak to on the phone, but without a great deal of success, I took the additional step and trouble of going to see them.
After making an appointment through the all-important gate-keeper, yes the PA, he was gracious enough to afford me some time to meet directly with him at his office (as they are abroad, this was not as straight forward as it sounds).
What good value that ticket turned out to be.
As I met with him, he commented to me that he didn't like talking too much on the phone (perhaps it's a generation thing but I also know people in the younger generation who have the same affliction), and email was good for continuing communications, but not for the initial setting up of a relationship.
He very much preferred meeting someone for the first time and dealing face to face, before making any commitment.
"You can accomplish so much more, as well as get a feel of who you are dealing with.
Get to know them.
" How right he is, as we built a good rapport that we never did or could on the phone or email.
As well as showing the value of meetings (and indeed other tools in the marketers box - the traditional pen and paper (direct mail), as well as exhibitions, it also demonstrates the need to get to know your customer better and their buying behaviour.
New customers can take time to nurture and build a relationship.
Every customer IS different, even in the more structured b2b marketing world.
You need to get to know your customer, but also know who your potential customer actually is and how they wish to conduct business.
Makes life much easier!
Source...