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How important is it to maintain customer focus?

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Baskar Sundaram

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What is Customer Focus?

There are common features that make documents customer focused and there are things every business can use across industries to keep their information customer-focused.

Here are some ways to write in a more customer-focused way:

Think From The Customer’s Perspective

Think about the customer organization’s vision. You are much more likely to be successful and be selected if you show you truly understand the customer’s business and needs. You should not simply copy ideas from the bid request, but rather tailor everything to the vision of the customer.

Offer The Right Product

Connect this vision to the purchase. Once you have cited the customer’s vision and aligned yourself to that, then you should also link the purchase to that. If the purchase is aligned, you are much more likely to be chosen.

Identify And Include Customer Hot Buttons

Think and quote the customer’s hot buttons. Whenever you place the customer’s hot buttons at the forefront of your bid, they will think about their needs and requirements rather than what you are selling.
Their hot buttons are usually a mixture of their issues, needs, and evaluation criteria. You should include two to four hot buttons.

Be Organized

Address the hot buttons in chronological order. You should address your quoted hot buttons in subheadings in the order that they originally appear. This will seem more genuine and authentic to the customer.

You should also follow the wording completely, using the same phrases throughout.

Benefits Before The Features

You should list the benefits to the customer before you list features. This is similar to the previous two points, insofar as the customer, their needs and interests are put first.

To learn more about customer-focused writing click here.

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Based on APMP Copyrighted Material

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