Understanding Customer Strategies

It is important your customer's business strategies - what is their corporate direction, how do they aim to succeed, what are their key objectives? By aligning your objectives with theirs and showing how your products or services can help them to achieve their strategic business objectives, you demonstrate that you can make an important contribution in their business. The analysis of customer strategies will help you a number of scenarios for partnership.

* Your customer want to achieve market leadership through innovation. Your technical skills and resources can help them develop the right level of innovation without investment in their own skills.

*Your customers want to become value - for money suppliers and succeed through competitive pricing. You can help them reduce overall costs by improving design and manufacturing costs or by handling non - core activities cost effectively.

*Your customers want to increase capacity so that they can compete effectively with larger companies. You can supplement their resources by providing external skills and resources.

*Your customers want to rationalise their operations to concentrate on their core business. They can utilise your specialist skills to supplement their resources and allow their key staff to focus on strategic business tasks.

*Your customers want to maintain their market positions by strengthening their supply position. You can provide them with the quality assured source of supply that provides them with continuity. This series of scenarios shows that an understanding of your customers strategic objectives can provide with you an opportunity to build strong relationships that increase your customer's dependence on you.

Moses Isaac
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