How to be a Customer

Sure, most marketing efforts aim to influence consumer behavior. But consumers can also market themselves to influence vendors, says Professor John Quelch. Want to get a little extra whipped cream from your neighborhood barista? Here are tips to become a valuable customer.

Key concepts include:
Customers should market themselves to sellers to obtain an advantage over their competition—other customers.
Vendors appreciate customers who are demanding, respectful, reliable, surprising, and engaging.

Bit like Brand You really isn’t it?
I am sure we are well aware, or at least becoming so, that marketing yourself is part of building Brand You, and therefore your presence in your marketplace. And this does not cost a lot of money, do a search on ‘bootstrapping’ on this blog and you’ll find fabulous and cost-effective ideas…

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