Chapter 8. The Customer
He that wrestles with us strengthens our nerves, and sharpens our skill. Our antagonist is our helper. | ||
| --EDMUND BURKE, 1790 | ||
Customers have changed. After all, they face the same challenges we all do: squeezed margins, increased competition, and everything else related to faster changing change. They are more heterogeneous than ever, and the trend is ever more so toward “markets of one.” Relationships still matter, but in a different way. Rather than Willie Loman’s “personal” relationships being paramount, it’s “business” relationships that take precedence today.
There are still differences from one continent to another. U.S. sales executives told us that there is much more emphasis on proving the financial return of any ...
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