The Business Book

265

See also: Porter’s generic strategies 178–83 ■ Understanding the market 234–41 ■ Focus on the future market 244–49 ■
Promotions and incentives 271 ■ Maximize customer benefits 288–89 ■ Fulfilling demand 294–95

requires not just creativity on the
part of the business to promote
an emotional connection with
the customer, but also practical
know-how to ensure streamlined
production and distribution
systems. These practical aspects
include such things as: order cycle
time; availability of products;
convenience of ordering; flexibility
of delivery times; the look of the
packaging and the ease of opening
it; the simplicity of the returns
process; and the accessibility of
customer service personnel to
deal with problems or questions.

Customer satisfaction
Historically, the process of wooing
customers took place face-to-face
on the store floor, and department
stores led the way at the turn of the
19th century. Selfridges in London
was designed from scratch to give
shoppers, especially women, a rush

of excitement. The store not only

offered desirable products to buy,

but a complete experience that

allowed customers to fantasize

about a more luxurious lifestyle.

One of the most powerful

emotional drivers in wooing a

customer is money—the promise

of getting more for less is hard for

SUCCESSFUL SELLING

Customers will reward

good quality

and service with

brand loyalty.

...if they are to cultivate a

loyal customer base.

Therefore companies must

give customers what

they want...

There is only one

boss: the customer.

most people to resist. Coca-Cola is

credited with introducing the first

such enticement in 1887, with a

coupon for a free glass of cola.

In the case of Wal-Mart founder

Sam Walton (1918–92), saving the

customer money was at the core

of his business plan and this

strategy is credited with making

him one of the most successful

merchants of the late 20th century.

“The idea was simple,” he

explained. “When customers

thought of Wal-Mart, they should

think of low prices and satisfaction

guaranteed. They could be pretty

sure they wouldn’t find it cheaper

anywhere else, and if they didn’t

like it, they could bring it back.”

The importance of quality

The quality of the product or

service being sold is another

emotional force for customers.

Unlike price, which must be

consistently kept low for sustained

customer commitment, quality ❯❯

Selfridges department store was

a destination as well as a place to shop.

It featured cafés and a roof garden, and

Harry Selfridge exhibited items such as

John Logie Baird’s television in the store.

Exceed your customers’

expectations. If you do, they’ll

come back over and over.

Sam Walton