Build A Relationship

The customer is always right. Everything that can be done for the customer should be done. These sentiments were always the creed of businesses that had the expectations and needs of the customers in mind. But they are a bit antiquated because while business has changed, so to have the customer. While the customer expected the business to keep their best interests in mind and to be as accommodating as possible, it was a two way street.

If the business was to do everything in its power to make sure the customer was treated fairly, then they could expect the customer to be reasonable as well. This dynamic has changed over the years. It is almost as if it is a them against us mentality. The customer thinks that the business is out to get them and the business knows that customer loyalty is a thing of the past. Where it was once common to see a relationship build between the company and the customer, it is now a free for all where customers shop price and not value.

Any good purchaser knows that the relationship built between supplier and end user is the most important leverage tool available. Threatening and complaining about price at every opportunity is not the way to build this trust. Discussions of price are taken for granted; you know that is going to happen. But how you go about it is the key. I would rather get a fair price from a supplier that I know and trust and have a relationship with than start looking all over the place for a few dollars worth of savings.

Now, this price needs to be reasonable and close to market average. It is easy to spot check parts and prices, but when you begin to cherry pick each part, then you run the risk of alienating a supplier that you have started building a relationship with. Every customer values something different. If it is service or knowledge or value added items, those are reasons to look carefully at who you will be dealing with. It is also important to let the supplier know what you value.

If you value price above all else, then you might as well only deal with catalogs and get used to not getting much personal assistance and advice. Suppliers don't mind helping any way that they can, but you have to leave them a little bit of a profit margin.