Customer focus part 1 – Customers’ requirements

Products or services have particular relationship with the people who benefit from them. Different people benefited in different ways from products or services they procured, expectations on a particular product vary sometimes greatly from person to person. Products or services that excel in giving them what they want are regarded as having quality. On the other hand, the products and services that fail to give them the expected results are regarded as inferior or products and services that got no quality. Hence, quality is relative and depending on the expectations of user, like the saying; “beauty is in the eyes of the beholder”
As customers are becoming more educated and have easy access to information sources, their dependence on sales persons or sales engineers for information on the products or services are fast decreasing. With the Internet, prospects are readily accessible with mountains of information and this has forced a change in the perspective of the customers toward the information provided by the sales persons. It’s very common for a prospect to immediately get online as soon as the sales person leaves prospect’s office to source for additional information. He/she can easily turn to the Internet for products knowledge in numerous ways, such as getting more facts from competitors’ websites, online forums, blogs and how to.. websites. Thus, the method of how producers and service providers compete are much more open and in order to win they must identify accurately pinpointing the characteristics that surely satisfy the customers in question. The assumptions that all customers can be satisfied by standard features that designers and engineers have thought of are just not going to work nowadays as demands from customers might not be as similar. As I’d written in previous post, sales persons must really get involved in understanding the customers' requirements before engaging in the process of making the products or services so as to grasp the reasons behind each requirement comprehensively before informing the people involved in the production. Sales are the front-wheel-drive; sales persons are the people who deliver exactly what customers want; after which the designers and engineers would transform these requirements into functional units of the products or services. Sales persons have to be the front runner in the defining, measuring, analyzing, designing and verifying the requirements of their customers accurately and get these items endorsed by the customers before kicking off the making process of such products and services.