The Incredible Changing and Demanding Customer

Ron Says It

Extensive company changes are in the works today. In many cases, management is being forced to make modifications within their company structure and marketing programs. Along with these transformations comes new management responsibilities and a stronger need to be more creative and aggressive in operating.

Smarter companies these days are starting to reshape their structures and programs. They realize that their customers are compelling them to do so since the competition has grown more intense than ever before. Customers at every level have a much greater selection of companies in which to do business. It’s a buyer’s advantage.

Today is different. The practice of doing business with customers has dramatically changed. They want to be recognized and want solid intelligent answers to their questions without wasting time. The job of everyone is to meet those needs. And if those needs are shoved aside, goodbye customers and goodbye sales.

The fact of the matter is that companies should not just observe and satisfy internal needs as a first priority. All operating levels have to be balanced and performed simultaneously keeping sales and the customer at the forefront.

This point should apply to all levels of the produce industry, not just retail. From farms to suppliers, customer focus should never be lacking. If it is, then someone else will sneak in and seize that business.

Suppliers cannot simply assume that having done business with a retailer for the past 20 years or so is always firm in cement. Eventually that cement can crack.

Retailers are always offered attractive product and program deals from other suppliers. In time, one of those programs will be a very tempting opportunity to turn down for a company’s bottom line profit.

Retailers are also vulnerable to competitors enticing their customers over to them with programs that are more inviting. The shoppers of today have a far greater selection of food outlets to choose from in spending their money.

Another vital area that could lure you away from paying attention to all your customers is to concentrate profusely on only the competition. Watching, copying, and trying to keep pace with your competition while you take your eyes off the customer will always put you at risk of slowing your sales down. When this happens, you could most likely wind up last in running the race.

In order to build your company growth in this fast-paced business world today, you had better work on your key objectives without losing a grip on customers. Understand all you can about the new no-nonsense customer before it’s too late. They are dealing the cards today and you better try to get the winning hand.