By Richard Pettinger
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Extra resources for Construction Marketing: Strategies for Success
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The greater the continuing coincidence, the greater the harmony and accord, and the more flexible the boundaries of this become. Discomfort and dislike occur when the elements are in discord. This is usually founded in strong and/or contradictory initial and continuing impressions. For example, a high-quality and beautifully presented contractor specification may arrive on the client's desk; a meeting is arranged with a contractor's representative; and the contractor's representative turns out only to have a very general knowledge of the broader situation and no understanding of the client's needs.
1 Contrasting Views of the Customer Position Stew leonard Stew leonard is a highly profitable supermarket on the edge of a small town on the eastern seaboard of the United States. The company has been studied extensively during the 'Excellence' investigations of the late 1970s and 1980s. As far as the customer position is concerned, the supermarket has two rules: 1. The customer is always right. 2. If the customer is wrong, see rule 1. The customer/client is always right In a speech in 1986 Alan Sugar, the Chairman and Chief Executive of Amstrad, described this statement as 'rubbish'.
The opportunity therefore arises to do the work and from that, to build a direct, specifically favourable, response and to change attitudes as well as, and alongside, generating repeat work. 5. Understanding customers, consumers and clients therefore means understanding human and professional behaviour, and the constraints placed upon it. The chief concern is recognising what is important and essential to clients and client's representatives in particular situations, and presenting the capabilities of the contracting or potential contracting organisation in ways that meet this to best advantage.
