Large organizations are sometimes more consumed with themselves than with clients. Many times managers, pressed with the day-to-day problems of operations and management, forget that clients are the greatest asset. Large organizations tend to evolve in this manner and the problems of daily management push the sales and client work to the lowest level of priority.
In order to compete and win against the “Big Boys”, we must focus on client knowledge. Client knowledge is more valuable than product knowledge. I have often said that if I know a great deal about a prospect, I can walk into any situation and have an excellent chance of closing a sale or meeting a client’s needs.
Client knowledge is the secret to meeting client’s needs and wants. As you know, people pay more for what they want than they do for what they need. So, our strategy for beating the “Big Boys” is pretty simple. Obtain and use more client knowledge than they do. Whether dealing with a prospect, or existing client, get to know the client and the clients business.
We might say:
"I guess you are pretty tired of me asking all these questions about your business. I hope you see that we are really focused on understanding your needs and wants. While many companies may meet your needs, we take the time to understand what will make you comfortable and successful in your business so that we can deliver better service to you. On a regular basis we sit down with clients and explore how they operate, so that we can find ways of serving them better. This commitment takes time, but we really believe in service."
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