How MSMEs can create a win-win relationship with their customers

‘Customer is king’, is a business principle that has been spoken about since the 1990’s management classes. I completely agree that your customer has to be served like a king, but only once they become your customer.

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.