Human nature being what it is, make us look at life as if we are in the middle around whom the whole world rotates. Its self-centred, but a survival instinct. In business this has traditionally meant "these are the products I sell, now lets make customers buy them". But the days of "Arkwright Stores" mentality have gone. Customers are treated to more opportunities than ever before now. Your competitors don't wait for the customer to walk through their door, or see their advert or read their catalogue. You need to apply a saying to stay in business, its "customer centric". You put your customer's opinions, needs and desires in the middle and move yourself around them. Ignore it at your peril.

Application of this is watching what they buy and providing product and services fulfilling their demand rather than what you want to sell. For example you might find yourself offering finance, home delivery service and develop some of your peripheral ranges when you appreciate there is more money to be made by offering your customers more than just whats on the shelf. It lends itself to sophicticated logistics of products delivered directly from your chosen suppliers. If you really want to increase sales amongst your existing customers, then you need to truly understand their individual aswell as collective needs. Once you get to know them properly, you will then know when to present each one of them with a fresh opportunity or incentive. It is this level of understanding that is at the heart of effective Customer Relationship Management.

The attached PDF file explains the principles of CRM in more detail, and should help you to better understand the invaluable benefits of this hugely important but frequently neglected sales discipline.