Page 267 - (DK) The Business Book

SUCCESSFUL SELLING 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

Customers will reward Therefore companies must
good quality give customers what
and service with they want... Exceed your customers’
brand loyalty.
expectations. If you do, they’ll
come back over and over.
Sam Walton

There is only one ...if they are to cultivate a most people to resist. Coca-Cola is
boss: the customer. loyal customer base. 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
requires not just creativity on the of excitement. The store not only strategy is credited with making
part of the business to promote offered desirable products to buy, him one of the most successful
an emotional connection with but a complete experience that merchants of the late 20th century.
the customer, but also practical allowed customers to fantasize “The idea was simple,” he
know-how to ensure streamlined about a more luxurious lifestyle. explained. “When customers
production and distribution One of the most powerful thought of Wal-Mart, they should
systems. These practical aspects emotional drivers in wooing a think of low prices and satisfaction
include such things as: order cycle customer is money—the promise guaranteed. They could be pretty
time; availability of products; of getting more for less is hard for sure they wouldn’t find it cheaper
convenience of ordering; flexibility anywhere else, and if they didn’t
of delivery times; the look of the like it, they could bring it back.”
packaging and the ease of opening
it; the simplicity of the returns The importance of quality
process; and the accessibility of The quality of the product or
customer service personnel to service being sold is another
deal with problems or questions. emotional force for customers.
Unlike price, which must be
Customer satisfaction consistently kept low for sustained
Historically, the process of wooing customer commitment, quality ❯❯
customers took place face-to-face
on the store floor, and department
Selfridges department store was
stores led the way at the turn of the
a destination as well as a place to shop.
19th century. Selfridges in London It featured cafés and a roof garden, and
was designed from scratch to give Harry Selfridge exhibited items such as
shoppers, especially women, a rush John Logie Baird’s television in the store.