Duct Tape Marketing

Have you ever thought about the idea that all aspects of the business should be able to connect to the customer, sales and profits, whether the "customer" for your work is internal or external? Years ago, as I was learning from Brad Gale and Ray Kordupleski about Managing Customer Value, this concept was known as “the Big Equation of Business” – all aspects of the business can and should be connected to customers and making profits. Jerry Stead, when he was at National Cash Register, once said, "If you are at a meeting and you're not discussing customers or the competition, raise your hand and ask why not!" This forms the backbone of putting the Big Equation of Business into practice.

Many companies have customer loyalty programs. More often than not, however, B2B customers are loyal to the salesperson, not the product or company. Customers often feel as though their salesperson understands their business (a #1 need of a business customer) and what their particular pains and difficulties are. This means that if the salesperson walks, often the account goes as well.