After reading through the book summary of Relentless in Marketing Gurus
When you consider marketing to your customers a privilege, everything changes.
The book, as best I can tell, focuses on the differences between Western marketing and Japanese marketing, whereas Western marketing relies on research and testing, while Japanese marketing relies on intuition and customer need. In the mix, the writer explains that the Japanese marketer sees itself as a servant to the consumer, whereas the Western marketer often sees itself as equal. The book is outdated in its example (who’s looking to Japan these days?), but the principles are pretty interesting.
What would happen if you considered your job a privilege? Better put, if you thought of serving your customer as an honor rather than a duty. Even better, if you thought of your product as a means to the customer’s better future rather than a means to your thicker wallet?
When people are looking for ways to genuinely help, everyone wins. Build your business on helping, and remember it’s a privilege that your customers are letting you help them.
Photo credit: Josephine Annika
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Brett,
Great thoughts here. It reminds me of Zappos, who posts their telephone number prominently on each web page and will send customers to a competitor’s site if they do not have something.
So, the solution of meaning becomes the most important thing instead how can I hock a few widgets.
Thanks for sharing.
[...] A Privilege As easy as it is to look at taking care of your customer as a task, a duty, a job, whatever; think [...]