MSME’s soon realised that during the sales process, before the sale if you just walked the philosophy of ‘customer is king’, then as a business you run yourself into the trap of under-selling yourself and give in to the demands of your customers without protecting your interests because you have placed your customer at a higher pedestal than yourself. Your ability to demand what you want goes down the moment you place the other at a level above yourself.
That’s when organisations evolved to the second generation business principle in the early years of the new millennium of “win-win” relationship. The idea behind win-win relationship was to assure customers that value will be delivered to them and yet demand fairness from customers to get into a relationship that is mutually beneficial.
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