What Clients Want


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The following list cannot – and doesn’t intend to – be a complete list because the spectrum of products and suppliers is just too broad, however, it can assist in serving ‘OUR clients’ better and avoid to be exchangeable as a supplier.

Yet we must not forget that nowadays the competition is just an ’email/a mouse click’ away – even if it is on the other end of the world. The clients will choose him, if he is in a position to SERVE THEIR NEEDS better than us – just around the corner.

* 1. General

Our client does not live in a vacuum, but has to satisfy in-turn the needs of HIS CLIENTS – otherwise again the competition will entice them away.

What more stands to reason that WE care already for the needs of HIS clients, giving him a better basis of discussion ? … possibly even a mutual basis for further developments of solutions needes in the future ??

* 2. Personal

What is the advantage of CRM and other ‘good aids’ – it is nothing more ! – if we forget the finally deciding factor: ‘Man/Our client’ ? No PC has an as complex brain like man – not to talk even about our feelings – and the client is open for any help which we can offer -, however, we have to take the time to ‘understand’ him or in other words we have to build a ‘personal relationship’ (not just CRM).

A higher price is no more really decisive if the other factors like service, trust in us, openness, honesty and more

For regular contacts or for information purposes for new colleagues, however, CRM can be perfectly used.

* 3. The market/OUR clients are decisive

We have to realize, again and again, that we will never sell something only due to a good price – yet, if all the other factors are comparable, the price will be paramount.

We sell something that satisfies the needs of our clients, i. e. the execution which HE wants (even if yellow instead of red) resp. which is to his advantage – which, as said above, will bring either himself or HIS clients an advantage with regard to speed, reliability, profit, and so forth.

Let’s begin to develop our very personal ‘finger print’ by

* – being different – howsoever, depending on the product/market/market segment and

– serve our clients requests better
– have in mind a perfect flow of information
– keep our promises
– serve him acc. to HIS preferred ways of distribution (which should not be crate a problem nowadays with the Internet and other possible ways of distribution)


* – simply put HIM into the absolute foreground of our activities !!

… in doing so ‘marketing’ will be helpful – in ANY market of the world.

* Addendum:
* Quotation: Reinhold Würth (who became a billionaire during few decades) in ‘Süddeutsche Zeitung, Nr. 41, 19/20.2.2005’ (well-known and big newspaper in Germany):
“The salesman should communicate directly with the client, not via the box (= PC ) – by PCs man will degraded to a supernumerary”.

This should be taken into consideration just generally with regard to his success – and I have never seen a PC acquiring clients.

Michael Richter
International Marketing and Sales Consultant
Michael Richter consults with SMEs from all parts of the world on how to market and sell strategically. His has more than 3 years of experience in five continents and more than 5 countries. Richter gives internal lectures on international marketing matters, with specific focus on the individual client.


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