Re: Sales Training Strategy LO1997

Dr. Ivan Blanco (BLANCO@BU4090.BARRY.EDU)
Fri, 7 Jul 1995 23:42:25 -0400 (EDT)

Replying to LO1910 --

"Date: Sun, 02 Jul 95 10:09:43
Replying to LO1808 --

<<< some deletions here >>>

Now, this manufacturer is successful not only because they make good
stuff, but because they have a very strong customer focus, deeply embedded
in their culture and in all their relations, internal and external. So
they sit down with the customer and try to persuade them to go over to the
Gammas. The Alphas were a nice chip in their day, but today they have
been recycled for use in toys, since such better chips are available to do
real work. The customer is unhappy. They have designed their processes,
both in manufacturing and in marketing, around the Alpha chip. An entire
segment of their business is Alpha-based.

OK, says the chip maker. We will set up a line at the fab and make you
quantity X of the Alpha chip, and we will maintain the old price. But be
warned: We cannot permit the lack of vision by a customer to constrain
our innovation and creativity. We will work with you if you like to
update your thinking, BUT WE WON"T EVER PERMIT OURSELVES TO SELL
OUTDATED/OBSOLETED PRODUCT JUST BECAUSE THE CUSTOMER WANTS IT."
<<< Some more deletions >>>
--
Jack Hirschfeld
jack@his.com
-------------------- My reaction --------------------------------

I think that the small manufacturer is not really too close to the
customers. In fact it seems to be working in the traditinal way: I design
the new stuff first, and then I convinced my customers to accept it as th
e best thing for them. WHy didn't this manufacturer work with this
customer from the very beginning of the development of the new chip. THis
would allow teh customer to give inputs and to better understand the
benefits of the new component? IT seems that the customer is important
enough to set up a production line to meet its outmoded demand! ....

--
Ivan
Blanco@bu4090.barry.edu