Yes or No
Marketing gurus often repeat the cliché, “the customer is the king.” For decades, the “king” appears to have contributed little to the inventions and paradigm shifts in society. Technical progress, societal dynamics, and business ingenuity have triggered the most innovations. So, how should you respond if just a few customers asked you to add some new feature?
You could immediately say, “Yes.” You may end up committing to something that most customers do not care for. The new feature could take away from the simplicity and drive the price up. Nope. Not the best response.
You could immediately say, “No.” An immediate “No” may tick off a customer.
It is best to take a break and give them a well-thought-out response. Be polite and explain the reason why it is not a prudent business for you.
Sometimes you can put a price on their demand. “If you commit to buying X number of units every year for the next five years, at $Y per unit, then we could consider adding this feature for you.” Of course, you will make such an offer if it makes business sense.
Often the needs of a few customers change. Their businesses have grown. They now need complex products not attractive to most of your customers. Or, some customers may have become so big part of your business that they begin making unreasonable demands.
Let these customers outgrow you. Why? Two reasons:
- Because complexity discourages new customers who mostly prefer simplicity when starting out. Making changes to products for a few customers could alienate the broad customer base. Don’t be everything to everyone.
- “Giving In” to an unreasonable demand sets a dangerous precedent for the company. “Giving In” is an easy option. The tendency is to follow the most comfortable path. But, almost always, the more robust way is the right solution. Follow what will deliver the best results in the short and long term, and not what is most comfortable.
