{"id":5515,"date":"2023-07-06T14:09:20","date_gmt":"2023-07-06T14:09:20","guid":{"rendered":"https:\/\/odienz.ch\/qui-est-le-client\/"},"modified":"2023-08-04T13:26:05","modified_gmt":"2023-08-04T13:26:05","slug":"who-is-the-customer","status":"publish","type":"post","link":"https:\/\/odienz.ch\/en\/who-is-the-customer\/","title":{"rendered":"Who is the customer?"},"content":{"rendered":"\n<p>The question seems obvious, especially when a business developer asks it. This request &#8211; Who is the customer ? &#8211; I never fail to address it from the first meeting with a prospect. It allows me to understand the business model in which my interlocutor evolves, as well as the audience he has in view. And it is clear that he sometimes gets the wrong target(s):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When a consumer goods company targets point of sale regularly delivered by a distributor (the \u201cdirect\u201d customer is the distributor);<\/li>\n\n\n\n<li>When a software integrator convinces the IT managers of an SME, themselves supervised by a CFO (the customer is him); <\/li>\n\n\n\n<li>When a startup wishes to market its solution to a public hospital forced to follow a tendering process (the customer is also its central purchasing body);<\/li>\n\n\n\n<li>When a doctor hesitates between the notion of \u201cpatient\u201d and \u201cclient\u201d (the customer is health insurance);<\/li>\n\n\n\n<li>etc.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The customer: B2B (or not)<\/h3>\n\n\n\n<p>Let\u2019s start with wikipedia\u2019s definition:<\/p>\n\n\n\n<p><em>\u201cA customer, in the economic sense, means the person or entity who makes the decision to purchase a good or service, on an occasional or regular basis, from a supplier..\u201d<\/em><\/p>\n\n\n\n<p>It\u2019s clear, but I disagree.<br>In my sales experiences mainly in B2B, the customer is the one who pays for a good or the execution of a service. I am keen to identify this profile in the companies with which I am about to sign a contract, because it is often the best way to enlighten me on the constraints complicating the completion of my commercial mission.<\/p>\n\n\n\n<p>Identifying the \u201creal\u201d customer takes time and access to it can be steep. Think it yourself, a few minutes before putting your hand in your wallet. Not for the purchase of chewing gum, but for an electric bike, a state-of-the-art laptop or a new telephone subscription: how do you feel? Personally, I would say \u201cinvolved\u201d. Between the phenomenon of cognitive dissonance, the gaze of others, the change in habits and the budgetary impact\u2026 There are reasons to feel involved!<\/p>\n\n\n\n<p>It\u2019s the same with your prospects. There are challenges that go beyond the question of money without avoiding it. The involvement of the \u201creal\u201d customer will allow you to see more clearly about his context, while shortening the part to payment; because this is where the customer journey and the mission of the <a href=\"https:\/\/odienz.ch\/en\/services-marketing-sales-hr\/business-development-marketing-digital\/business-development\/\" target=\"_blank\" rel=\"noreferrer noopener\">business developer<\/a> end.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The question seems obvious, especially when a business developer asks it. This request &#8211; Who is the customer ? &#8211; I never fail to address it from the first meeting with a prospect. It allows me to understand the business model in which my interlocutor evolves, as well as the audience he has in view. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5194,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[71],"tags":[72,73,75,87],"class_list":["post-5515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development-en","tag-business-development-en","tag-prospection-en","tag-sales","tag-the-customer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Who is the customer? An article written by Marco Brienza<\/title>\n<meta name=\"description\" content=\"A successful business development process ends with the payment of the customer. As much to be interested from the start with the one who puts his hand in his pocket!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who is the customer? An article written by Marco Brienza\" \/>\n<meta property=\"og:description\" content=\"A successful business development process ends with the payment of the customer. As much to be interested from the start with the one who puts his hand in his pocket!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"Odienz Consulting s\u00e0rl\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-06T14:09:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-04T13:26:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/odienz.ch\/wp-content\/uploads\/2023\/07\/Article-qui-est-le-client-by-Odienz-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marco Brienza\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marco Brienza\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\"},\"author\":{\"name\":\"Marco Brienza\",\"@id\":\"https:\/\/odienz.ch\/#\/schema\/person\/2438ccf8b10b16183679f5704602f9d8\"},\"headline\":\"Who is the customer?\",\"datePublished\":\"2023-07-06T14:09:20+00:00\",\"dateModified\":\"2023-08-04T13:26:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\"},\"wordCount\":401,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/odienz.ch\/#organization\"},\"image\":{\"@id\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/odienz.ch\/wp-content\/uploads\/2023\/07\/Article-qui-est-le-client-by-Odienz-scaled.jpeg\",\"keywords\":[\"business development\",\"prospection\",\"sales\",\"the customer\"],\"articleSection\":[\"Business development\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/odienz.ch\/en\/who-is-the-customer\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\",\"url\":\"https:\/\/odienz.ch\/en\/who-is-the-customer\/\",\"name\":\"Who is the customer? 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