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How's Your Backlog......?

By Sid Chadwick, Chadwick Consulting, Inc. – 12/02/2022 Published in American Printer


During my eighty-seven years, I have witnessed a whole succession of technological revolutions. But none of them has done away with the need for character in the individual or the ability to think”……Bernard Mannes Baruch


INTRODUCTION:

What would be your next step(s)…. If….

  1. You received the names of 22 customers… telling you that you were receiving…. less than 11% of their business…..?

  2. …Names of 16 customers…. requesting to Consolidate Suppliers….?

  3. …Names of 5 customers…..requesting 2-3 year agreements…..?

  4. …Names of customers, collectively requesting… 158 additional products and services….not previously bought…..

  5. Names of 27 customers….collectively offering to provide you with Referrals…not currently buying from you….? (Note: our experience is that about 20% of them will provide you with more than one Referral…!)


We just delivered our 2nd Customer Survey Summary Report (for 2022) - with follow-up Strategic Recommendations….to a company that was about to go out of business 5 years earlier but was discovered and personally bought for an incredibly low price… by a frustrated Plant Manager… of over 30 years. …


Why don’t more organizations ask an experienced Research Firm to conduct a dynamic Customer Survey…for a better future…?.....My private thoughts include that “insightful, dynamic results” - would require thinking, changed priorities, accountability, and follow-up – “Requiring Change”…and most organizations put “Change” in the same category as “Public Speaking”…!


Revenues… before this Customer Survey…. were expected to surpass $5 million - next year…..


That estimate, we are told - has now been “shelved.”


SUMMARY:

The Strategic Focus for our client we asked to be revised and become… “Doing a more effective job – with the customers the company already serves”….for significantly improved profitability.


My observation is that message…. is relevant to much of our great industry’s organizations….and that many (most ?) “Sales/Remuneration-Commission Plans” - are counter-productive and need to be radically rewritten.


To please everybody is impossible. Were I to undertake it, I should probably please nobody.”……..George Washington

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