It is vital to know their tastes, their frustrations, the points of friction that are identified in their relationship with our company and brands, and as a result, the value proposition that differentiates us from other options available in our market is built. Although up to here everything looks very good, but how far are you willing to take your relationship with the client to the next level?
You probably answered in your mind that “whatever” in order to win their preference, but I invite you to reflect: would you give the customer a place in the pricing process? Would you agree to make him actively participate in building a new product portfolio? Or even, is it convenient for current clients to join others to obtain more attractive financial proposals in term and payment conditions? My answer to these questions is DEFINITELY!
Apart from specific market research methodologies, having a group of advisors made up of clients is an idea that pays very well, because although brands usually send us service surveys or a link to evaluate our most recent experience with the product or service that we recently acquired, the benefit that can be obtained by sitting down at the dialogue table with the protagonists of commercial dynamics is enormous. I tell you how I have seen these ideas in the agricultural furrow.
What processes should they be invited to?
- Creation of new products: In a talk with the admired Dr Manuel Oyervides, one of the most recognized breeders in the global agricultural industry, he said that it would be very interesting to create a “frankenstein” based on the ideas of clients, no matter how strange these proposals might appear. And his desire was not to put those ideas in competition with formal research or the experience of the team responsible for analyzing trends and technical aspects, but to give us the possibility of refresh the creative process giving way to the unrestricted vision that a client can have.
Benefits: Increase in communication with customers, exercise active listening avoiding early evaluation of ideas and reduce shop blindness.
- Evaluation of commercial proposals: Having a group of select clients who can give us their point of view regarding a new credit system for the purchase of inputs, having exclusive access to a risk management tool and marketing prices, are some examples where the experience of our market it can give timely feedback to processes that are incipient and that can be improved before becoming widely used.
Benefits: Create a bond of trust by giving exclusive access to something that is under construction, but above all, stressing that your experience is an asset for the benefit of many more farmers.
- Implementation of new technologies: Given that science is an element present in the sector, the process of try and failure It is constituted as a constant for the creation of value propositions and as if it were an invention, “test pilots” are required (but not guinea pigs) since the adaptability of what in theory works is a determining process. for the success of a nascent technology.
Based on the traditional phrase “Excel supports everything” This strategy aims to balance theory with practice and what better than leaving the latter in the hands of the client.
Benefits: Co-creation is a formal and explicit statement about the interest that our clients are at the center of our actions. Likewise, this class of actions generates engagement and, above all, a kind of feeling of belonging and allows them to name themselves as ambassadors of our organization.
sowing reflection
I heard an executive say that “gathering clients is a latent risk of having a union agree against us.” I have never agreed with that position and I conclude by suggesting that ALWAYS consult your client.
we read next week