There are generally four cases a customer might be in when they are approached by someone trying to make them their "First Choice" supplier:
Crisis, Arrogance, Satisfaction, or Expansion.
case (kas) n. 1. An instance or example of the existence or occurrence of something. 2. A set of circumstances or state of affairs; situation. 3. A set of reasons, arguments, or supporting facts offered in justification of a statement, action, situation, or thing. V. cased, cas·ing, cas·es. Slang. To examine carefully, as in planning a crime: case the bank before robbing it.
- A Case of Crisis A customer in a case of crisis needs help but isn't taking the time for careful consideration that a customer in a case of expansion would. You must do two things with someone in the case of crisis: (1) restrain yourself from telling them that "you told them so" and (2) present a quick fix solution. Only after the crisis is over can you try to discuss longer range, more strategic projects that can prevent the crisis from ever happening again (or uncover other lurking issues due to become crises).
- A Case of Arrogance An organization or customer who is disconnected from reality and does not perceive any competitive threat to their position is usually suffering from arrogance, and they will be hostile to anyone who dares to suggest things are otherwise. Customers with a case of arrogance will not buy anything, but you should stay close by. Fortunately (for you), arrogance never lasts. Arrogance thwarts the ability of the customer to notice what is going on around them, and very soon these customers will most likely be facing a crisis. It's just a matter of time. (Time, of course, is relative to different industries - in the retail soap trades, very soon will be within the quarter; in the government, very soon may be two senatorial terms from now.)
- A Case of Satisfaction When a customer is in a case of satisfaction, there's very little hope of winning work or making a sale. The customer believes that his or her current situation is all right. They don't feel like looking at other options. For example, the proverbial "retired in place" administrator doesn't want to change anything. It's all downhill for him. The last thing he wants to hear about is a change. So you're not likely to make a sale here, and should move on to another better opportunity.
- A Case of Expansion A customer (or organization) in a case of expansion sees new opportunities and is looking for new ways to solve problems. You are most likely to make a sale to a customer in this case. In a case of expansion, you are welcome to present new solutions, and you'll find a willing ear. More importantly, a customer with a case of expansion needs solutions and suggestions!
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