In my last blog article, I talked about keys to a good
business deal: commitment and reality. Customers need to be committed to
marketing, and realistic about what is required to accomplish their goal.
Understanding those characteristics is part of the business
relationship known as qualifying. It’s
what we do with each other in a transaction: You qualify me to see if I can
provide the product or service you need, and I qualify you to make sure that
you’re committed to doing what it takes, and spending what it takes, to get the
job done.
Often, when a customer comes to us, they are dealing with an
urgent problem or concern. Their attention is on the immediate situation. What
we try to do is focus on the big picture and determine the underlying problem
that needs to be solved. It’s long-term thinking, instead of short-term.
Occasionally, a short-term solution is all that’s
necessary—like when a political candidate needs yard signs, for example. They
put them out, people vote, and that’s that. Usually, however, long-term
thinking is needed. There’s no point in starting a project unless we’re both
committed to going all the way with it. And “all the way” might mean more than
you’ve imagined. On the other hand, sometimes it may mean less. That’s why
we’re here—to help you consider all the angles, all the possibilities.
As a businessman, I’m not paid to think the way you think.
It’s my job to try to see things that you don’t, and to bring solutions to the
table that you haven’t thought of.
Isn’t it that way with everything? No matter which vendor
you’re dealing with, you expect them to come to you with innovative ideas and
creative solutions. You qualify them to see if they have what it takes to make
you more efficient and cost-effective.
It’s what makes free enterprise such a powerful thing. The
best companies are the ones that consistently do great work, at a fair price,
while exceeding expectations. The best companies are the ones that qualify to do business with you.
So when I say we qualify one
another, it’s a good thing. We kick the tires, so to speak. Take the
relationship for a test drive. If we both have what it takes, we’ll end up
doing great work together for a long time to come.
Mike Boyd is president of Creative Source, a Canton, Ohio sign company
