When we find a provider who is in tune with our emotional restlessness, we stay with him. We can experience it in the clothing store, in the restaurant, in the travel agency, in the computer supplier, in the manufacturer of machining centers or in the technology center.
When we feel trust in a supplier, we no longer look for more.
We trust him and it is enough for us. We know that when we need something, he will always be there, which gives us complete peace of mind.
Know that we are going to look good when we invite customers to eat or that we are not going to have problems when we have to make a trip to an unknown country or that we are going to have the ideal computer equipment for our needs, and that we are absolutely unaware of the issue or…, they are examples, which are given on a daily basis, in which we can feel the good of having a trusted provider. This is the peace of mind that we seek today from the supplier.
Faced with this search for the client, who in most cases does not express it explicitly, because it is even difficult for them to verbalize it, and that also in many others, disguises it with positions of strength, the result of inertia, the supplier is not knowing how to perceive it.
And it is not knowing how to perceive it, fundamentally, for two reasons, one, because it is not close enough to the client and, the other, because it does not have enough sensitivity to capture it. What is the consequence, then? Well, he is terribly clueless and worried: He is giving a splendid quality, he is providing an after-sales service that is the best he has ever given, he is making an investment in R&D that is the highest ever, has a solidified price, is When more people are having on the street, he is present at all the world fairs, the campaigns he is doing go hand in hand with the most prestigious firms, he is pioneering e-business… And, on the other hand, the response that is receiving is a complaint.
This disharmony, is creating enormous concern and insecurity, seeing that it has no guarantee that the client it has today will continue to have it tomorrow. And also, something that you are not aware of is that, not being a loyal customer, it is forcing you to make an unnecessary outflow of very important resources and is preventing you from having a substantial inflow of benefits.
He is not sensitive enough to realize that a customer, when he feels that the provider is trustworthy, is magnanimous with him. He does not demand great expense from him and he rewards him generously.
It does not require large expenses, which implies a significant cost savings, because the supplier does not have to be doing the triple somersault without a network continuously to demonstrate how good it is and does not have to make perennial demonstrations that it is on the front line.
He is the supplier of that client because it gives him peace of mind, obviously, in the objective, although that is something that many other suppliers can give him, and here is the fundamental thing, it gives him tranquility in the subjective, which is much more difficult to find in another provider.
And it rewards you generously, because it increases the rotation, the 'up selling' and the 'cross selling' -both with a minimum cost of conviction-, accepts a premium price -pays more for the same or pays the same for less-, The biggest and best prescriber returns, forgives mistakes more, pays less attention to competing brands, truthfully informs about the competition, offers highly motivated improvements to the product and service and increases the satisfaction of its own employees. Is there something that gives more?
In short, a purchase is the point of convergence of interests between buyer and seller, a relationship of loyalty is a convergence in time of feelings between customer and supplier.
