Customers are so much more than a source of revenue. They are a source of inspiration, innovation and constant feedback. If you want your business to grow, then taking care of your customers is the smart way to go.

1. Customers
So much more than just revenue

2. Know your Customer
“The aim of marketing is to know and understand
your customer so well that your product or service
fits him and it will sell itself” Peter Drucker

3. Do customers just
provide revenue?
• Customers are why you exist in business
• You have to design your business to meet your
customers needs .. not the other way around
• Customers are the best people to learn from in
your business

4. Three questions
• Why do your customers buy from you?
• Why don’t your customers buy more from you?
• Why do you lose customers?
Don’t be afraid, ask them … in many instances,
they will be more than happy to tell you

5. Customer Experience
• Think of an example of great customer service
you received - how did it make you feel?
• Now think about the service you supply your
customers - how do you think it makes them
feel?

6. Gardening advice
• Customers are like plants - if you feed and
water the plant, it will blossom and bear great
fruit
• How often do you communicate with your
customers?

7. Customer feedback
• How do you learn from your customers?
• Do you get testimonials, feedback,
suggestions?
• What do you do to retain customers and to
develop customer loyalty?

8. Cost of sale
• How much time and effort does it cost to get a
new customer?
• How much time does it take to sell to an
existing customer?
Research consistently shows that selling to existing
customers is easier and cheaper.

9. But beware …
• Tastes change, so make sure you are know
what things are influencing your customers’
choices
• Reliance on one or two major customers builds
in a lot of risk
• Don’t stop looking for new customers … who
will bring new ideas and new revenue

10. Joint
Partner
The ideal progression
Strategic
Partner
Alliance
Partner
Value Add
Supplier
Preferred
Supplier
Commodity
Supplier
Each step in the relationship adds more value to you.
Do you have plans to move your customers along this
path?

11. Customers are so much more than just revenue
• They shape your business
• They are why you exist
• They are opportunities to grow
• They could become future partners
Look after your customers, treat them as you would
treat tender plants and, hopefully, they will bring
greet rewards.

12. Thank you
www.pkms.co.uk
paul.kaerger@pkms.co.uk
@paul_pkms
07595 702878