The other day, a potential vendor wanted me to participate in a discussion group.  My guess is that the vendor was engaging in one of those ill-disguised attempts to market services and products.  Either way though, my immediate reaction was, “when in the world do I have time to participate in a discussion group?  In the last three months, I have been fully engaged with annual maintenance, planning menus, developing marketing material, starting vegetable plants so they can be put out when the weather warms up, and…”

On another note though, it shouldn’t come as a surprise that the vendor had so little knowledge about my business.  The firm has never asked or expressed a dime’s worth of interest in what I do.  All of which made me wonder…

How well do most vendors know their customers?  As I started thinking about this question, it seemed like some vendors may not need to know their customers very well.  

I have to know my customers well.  But, maybe my businesses are unique.  I operate a small lodge on the Rogue River and help clients solve challenging business problems.  Let’s talk about those two businesses a bit so that you can judge for yourself.

Illahe Lodge.  Meals at Illahe Lodge are served family style and all members of a group typically eat at the same time.  Our guests may be vegetarian, diabetic, practice certain religions, or have other food requirements.  Their activities affect the time that meals need to be ready and the calories/content of the meals.  Without talking with guests, we couldn’t meet their expectations. 

Consulting.  When I help clients solve the problems they are facing, I have to know what the problem is.  One client may be trying to find a supplier who can provide a particular product or service.  Another might be trying to find a way to reconcile its business needs with the needs of its customer or supplier.  Some clients are trying to build internal relationships so that their employees can work together more effectively.  Others are trying to develop processes.  Imagine what would happen if I assumed that every person coming to me for advice had the same problem! 

What does this mean for your business?  How well do you need to know your customers?  Also, consider what it means for your suppliers.  Think about how well they need to know you in order to save time, provide meaningful suggestions, and help your business meet your objectives.

Filed by Coleen Davis at 6:37 pm under Business Acumen, Sourcing