If you are an author, you probably think the reader is your customer. If you make paper towels, you mistakenly think the grocery shopper is your customer. If you design clothes, the person who wears them is your client.
Right?
Wrong.
These are fallacies that have maintained for generations… that the end consumer is your customer. In truth, the person you sell to is your customer. You may not like to hear that you’re writing for the publisher, or designing clothes for the Macy’s buyer, but that is the reality of today’s market. If you don’t make it easy and profitable for your customer to purchase, you may never get your product into the hands of the end consumer. After all, there are several other options to buy from.
You definitely can’t ignore the end consumer, but realize you aren’t selling directly to them.
One Moore Thing: Your customer service and sales processes should focus on who buys your items from you, not who ends up with the item at the end of the line.