You have to be an experience customer, before you can be a good seller (Part II)

In the first article, I plainly said that: “You have to be an experience customer (first), before you can be a good seller.” The question of what could be possibly wrong, even though I have carefully planned everything, I have made acceptable assumptions, and I have done my market research, remains unanswered.

At that point, I usually still argue that I have done my planning and made acceptable assumptions and it should be enough. The problem with “acceptable assumptions” happens because I make that assumption, I confidently enough act on behalf of my target market. Those assumptions came from my reasonable state of mind and not my customers. If I have never breathed their air, eaten their foods, and had their life, I might have different way of reasoning.

Another problem with small entity may come from its market research. We just do not have those big companies’ resources to do a proper market research. We all know that the accuracy will increase with the number of people surveyed and how the surveys are conducted. In one sense, as a small firm we will not get accurate information because of our limitation. By having a good experience as customer in a market, it may give us better understanding for that particular market and this might overcome the problem.

If I have to choose, I would rather engage in a field where I have experience, knowing the soil inside out. This way, I could better understand my market and my customers. I would be able to understand my expectations as customer and at the same time the difficulties in fulfilling those expectations as seller. Managing these two issues might give me a competitive edge in that market. But I do realize that life is not always as smooth as it could be. Sometimes, we end up in a new market and we are left with no choice. In this case, we will have a lot of learning to do. This will not be easy but it can be overcome. In this instance, I would try to understand by experience, I try to understand not from above but from within the market itself. I mingle with them, experience what they experience, being one of them. Putting it in the real world, I would not totally understand the difficulties as an entrepreneur if I have never been in one. I can study literature, report, reading article but without experiencing, my understanding will be limited to my imagination.

We are here learning new things each and everyday. Being a teacher and student at the same time will lead us to a greater pool of information. The challenge is not only processing that information into a new applicable knowledge and implementing this knowledge, but how we understand the nature of that information which will lead us to better conclusion.

Author: Michael A Oei - MarketingFirst Group

You have to be an experience customer, before you can be a good seller (Part I)

People say that by understanding you learn and succeed. Julius Gaius Caesar once said: “Veni, Vidi, Vici” – I came, I saw, I conquered. We have to urge ourselves to face the problem (I came), then we digest the problem, understand the issue and planning our strategy (I saw), lastly we take appropriate action, implement our strategy which is the product of our understanding (I conquered).

In the peace time we have other problem to conquer. One instance, we may want to start a new business to feed the family. A business, regardless of its position in the supply chain (manufacturer, distributor, retail, etc), industry (finance, agriculture, automotive, etc), or type of goods (goods – products, or services), it is basically buy and sell. You buy, and then you sell it at profit. It sounds really simple. But once you are engaging in one, it suddenly becomes complicated.

One problem arises after the others, complicate the already complicated matters. One of the issues usually there is not enough return. We have all these running costs, but it seems that the graph is going under and will never pick up. Out of the confusion, usually we are thinking about cost cutting. But wait! If we carefully analyze this problem, roll it back carefully. We may find that the problem is with our products. It is either the products do not sell as quick as we want or do not sell at the price we are expecting. What is wrong here? I have carefully planned everything, I have made acceptable assumptions, and I have done my market research, what could possibly be wrong here?

Shall we go back to this article title: “You have to be an experience customer (first), before you can be a good seller” – “experience customers” in general and for that particular product (target market) The true meaning behind all these is; understanding. You have to be able to understand your customers, their expectations and their values. It is not only knowing who is your customers and what they do, but how they “feel” your product and put yourselves in their shoes.

There is one problem still, which usually pops up. Someone said to me, I am an experience customer but yet I am not a good seller. Hearing this issue, it brings my memory to an old saying: “Wherever there is profit, virtue is taken lightly.” People tend to forget their experiences in deciding further actions. They have their experiences, but they do not apply that knowledge. Or even worse, they do not see the bigger picture and the long run impact. They feel the need for cash inflow now, and only think in short term timeframe. They are willing to take this short term profit even that it will jeopardize the bigger goal and long run return. Usually, when they realize that they are off-track, it’s already too late.

The past is not there to be forgotten. It is there not to be used to lean backward but to push us forward in the right direction. Moreover, it is not the actual state of being understand that we need, more importantly is the application of knowledge as a result of our understanding.

Author: Michael A Oei - MarketingFirst Group