The 2020 Mid-Year Economic Update_long

How to Get Customers to Fight for You

Tim Underhill of Underhill & Associates says distributors often struggle with proving value to their customers. He provides best practices on implementing a formal system that can help retain and get more business from existing customers.

Customers are willing to pay more when they recognize value beyond the short-term. For example, manufacturers have done a good job providing data on the dollar impact of buying energy-efficient light bulbs, including the new bulb’s life expectancy and wattage, says Tim Underhill, president of Underhill & Associates.

The price can be several times that of an incandescent. But their ...


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