Partnering with Customers


  1. Pick high-visibility, vocal customers as your research partners and test sites. When you succeed together, they’ll spread the word quickly to their peers and pave your way into the market.
  2. As your customer list grows, organize their names and phone numbers by product and geographic area so you can easily provide references keyed to a prospect’s interests.
  3. Gather passive (i.e., written testimonials and quotes from customers to use in your sales materials, ads, and proposals. Remember to use videos.
  4. Use active testimonials with important prospects: Ask two or three present customers to call a prospective one, rather than waiting for the prospect to call them.
  5. Use on-site testimonials. Arrange a tour of customer premises where prospects can see your products performing.
  6. Find customers willing to meet prospects on your turf to endorse you and your products.
  7. Conduct joint presentations with your customers at industry meetings. Coauthor articles to automatically share the limelight with your customers.
  8. Bring your customers together at least once a year to share ideas with each other, give you feedback, critique new product concepts, and have a good time. Invite a few key prospects—they’re likely to come away sold.
  9. Take customers to trade shows and go to theirs. The better you know each other, the more value you both receive.
  10. Treat your customer-partners as heroes. Thank them—and more. For example, feature them in your newsletter, mail them a poster-sized letter signed by all your employees, or send a dozen balloons to their offices.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Creativogenic Management Style


Management style can both impede innovations and facilitate them. The old firms—once dynamic and vibrant—today fail in terms of deficient management style and resulting ineffective culture and structure. Such firms are managed on machinistic lines, with strong belief in centralization and extreme specialization of functions. This means that coordination of interdepartmental activities is done mainly by the head of the concern. Strong departmental loyalties bred by lifelong career paths only within the functional department make interdepartmental collaboration very easy. Information flows mainly vertically rather than also diagnolly and horizontally. A strong hieracrch-bound operating culture saps initiative at lower levels. An organic mode of management is much more suitable in technological change-driven turbulent markets like electronics. In this mode, solving technical problems is the priority, not maintaining functional turfs, and so decisions emerge through interactions rather than being made by the formally designated bosses. Also, the expert in the situation—who could be quite a junior fellow—calls the shots rather than the formal boss. People interact disregarding departmental boundaries, picking brains and sharing information, and most decisions are taken—or rather, emerge—at middle and lower levels of management. Thus, a fluid, boundaryless, highly interactive, expertise-based management is more suitable for managing technological innovations than a mechanistic, bureaucratic, semi-feudal form.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight