The Top 5 Success Factors of All Time
Part 3: Customer Relations and Marketing
The first job for any business, as the great guru Peter Drucker once noted, is getting and keeping customers. Whether you call this marketing, selling, customer relations or external communications, this, as we like to say, is where the money comes from. This is also the area where we have had the most personal experience, and we have written more on this topic in our book, The 5 Key Success Factors. But for now we’re going to focus on the really, really important components we should all keep in mind and practice if we want to be successful.
1. Managing Customer Value. If you haven’t read the marvelous book by that name (see link below) by Bradley Gale, I highly recommend it. It has had a huge impact on the marketing profession and my practice. “Customer value” is the whole package of what customers want from you — generally some combination of quality, price and service, but always uniquely expressed by each customer or market segment.