Sound familiar? Managers always dread when farmers say they're going elsewhere — whatever the reason. Sometimes a customer does leave because of price; that farmer is commonly known as a "transaction customer." This customer typically has little loyalty and always has an eye for the better deal, and may come and go with the crop years. A "relationship customer," on the other hand, may consider such "cruising" a waste of time and looks more at the big picture. He recognizes service and remembers whenyou stayed open late for his last load at harvest. Chasing transaction customers with higher bids or easier discounts may provide a small boost in volume but at the expense of overall revenue.
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