More than the classic Backstreet Boys song, this phrase seems to be the anthem of the 21st century. Customization is the name of the game. Every individual has specific desires, and specific perceived needs. While highly-customized goods might not seem as sellable as a standard model product, there is, in fact, increased brand loyalty (read: long term consumer relationships) to be gained by engaging consumers in the creative and production process.
While salespeople are not necessarily working in production, they can serve as advocate on behalf of the consumer to the production team. With customized goods, salespeople are better able to alter their goods or service offerings to meet unique pain and needs of consumers. When selling to picky people, it is of benefit to have the option to offer nit-picky solutions.
BoweryJE22
The title was a great way to grab attention. This was a great post!
I remember Marketing 101 with Dr. Powell. He told us that the mass production side of the marketing industry was in the process of shifting to mass customization, it’s good to see that we weren’t lied to.
Today’s market demands that we supply people with exactly what they want, when, and how they want it. It’s a good reminder to be conscious of customers needs and wants.