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Getting It (September 4, 2002) - In a number of places we're familiar with, customers are often grouped into one of two categories: Gets It or Doesn't Get It. The Doesn't Get It Group has two less discussed subdivisions: Capable of Getting It and Stay Away. This probably sounds elitist to some, but it's a way of doing customer segmentation for cost purposes. A customer who "gets it" is less expensive to work with. A customer who might get it may be worth the extra investment in time and energy. A customer who "just ain't gonna get it" deserves a special warning sign. Relationships with them end up being very expensive with little in the way of return. So, what is "It?" The definition seems to vary from vendor to vendor. In far too many cases, "Gets It" is a sly way of saying "too stupid to see through the smoke and mirrors." Many firms, particularly those that understand the game of capitalizing on bureaucratic ineptitude, hunt for customers who are weak but adequately funded. These customers, interestingly, are in the "Doesn't Get It" group for vendors whose tools are fundamentally more useful. We'll call them the "Don't Getters". Their Human Capital Acquisition Function is
Tomorrow, we'll talk about the ones in the "Gets It" group....the Getters.
- John Sumser © TwoColorHat. All Rights Reserved.
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