Focus On The Customer

There are three strategic imperatives for any business. Firstly, to ensure the shareholder value is increased. If our shareholder, and other stakeholders, do not see a return on their investment they will wish to put their money (and time) elsewhere. Just think about how you feel about your 0.10% interest on your savings.

Secondly, gaining customers and increasing the share of each customer's spend is also paramount. Increasing revenues & profitably is vital if our organisations are not going to stagnate and ultimately die.

Thirdly, costs must be reduced. Now let's be clear this does not mean beating up suppliers for the best price. It means getting the most value from the money we spend and also cutting out waste - of every sort.

When we satisfy these three imperatives we create and maintain a successful and vibrant business. Without we suffer frustration, stress and many other negative emotions.

The easiest way of getting to this beneficial condition of growth and profitability is by ensuring we win more business than we know what to do with and at our competitors expense. Being skilled in the process and relationship aspects of winning business is key. Creating successful relationships with customers will also ensure we streamline our production and delivery systems and processes, this ensuring maximum value form our cost base.

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David Pickering

Trainer and Sales Consultant

www.London.dalecarnegie.com