Neglect...Of Customer Fundamentals...Ultimately Leads To A Dead End

By Sid Chadwick, Chadwick Consulting, Inc. – 01/08/2026

Published in American Printer : “Sid's article is a reminder that drifting from customer fundamentals quietly erodes value. Sid highlights simple habits like proactive outreach, client reviews, and deeper listening that top performers use to stay ahead. This article may spark a fresh look at what your team is overlooking.”

“There’s always something new to chase…But the funny thing is, the basics never really change…Sometimes I catch myself getting swept-up in the next big thing. It’s easy to forget that the real magic is in the fundamentals. The way the spine holds together. The way colors pop off the page. The way a piece of mail makes you pause before tossing it in the recycling bin…I guess what I’m saying is, innovation is great, but it’s not everything. There’s a reason the classics stick around…And honestly, sometimes I wish we talked about that more. Not just what’s new….”…....Steve Bearden, CEO, Linemark, Upper Marlboro , MD

INTRODUCTION:

Neglect of Customer Fundamentals…can come… at a frequency…that we often have stopped….noticing…!

However…. your Customers… can tell the difference….!

One supplier CSR works to call All her assigned customers, monthly, and while sharing what’s new or improved – (and the benefits) - from her company, she also asks, “What’s new this month with you ?”…or, “What was the response rate to your most recent Direct Mail project…?...We’d still like to review your mailing list, to possibly raise your response rate, if now is a good time…!”

Another supplier’s CSRs have their favorite Customers, whom they might call if business is slow, believing their other, smaller assigned accounts will call on their own, if they need anything. (Sound familiar…?)

There are two fundamental problems with the second supplier’s approach: (a) your Customers generally only know what they buy from you (and NOT what you could provide or solve), and (b) most suppliers don’t know their Customers’ business objectives, their frustrations, their sources of income, or their sources of pain….! (They only know what and how much those Customers buy…!)

Too many suppliers really only know - what their Customers - have learned to ask for…!

Fundamentals…..!

A progressive company recently reported that they had developed Quarterly Strategic Planning Sessions for their Senior Mgmt. – that were proving helpful…even productive – for improving costs, and productivity.

With a pause - and some hesitation, I asked, “Do you have similar discussions with your Top Ten Customers re. ‘What do we need to change or improve?’...and… ‘What are your major upcoming changes…?’…and… ‘Is there any interest in hearing what we’d like to explore changing, that we believe might benefit you and us?’”

Their hesitating answer:…..“No….we don’t......!”

Fundamentals…!!

SUMMARY:

Fundamentals…!!!

One of my favorite company owners once told me, in an electrifying tone of voice:

“Our Major Account Reviews with our Top Ten Customers are our number one source of improved profitability…When the Customer buys-in to a suggested minor change that affects our planning, staging, and productivity, pricing seldom needs to be discussed, and our competitors still ask, ‘How do they do that…?’”

“Because its purpose is to create a customer…the business enterprise has two - and only these two – basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs.”……….Peter F. Drucker, Author, Consultant, Lecturer