"It's not that easy for us to do" doesn’t garner much empathy in market anymore. A particularly candid customer once told us "just because it is difficult for you doesn’t make it more valuable for me". Is it difficult for you to handle low volume (i.e. special) product configurations? The conventional thinking is that focusing only on high volume configurations will generate greater efficiencies that translate into better margins. But consider that many customers prefer a single supplier that can provide whatever configurations they need. To them, they are all just products. They are special in your eyes, not your customer's. Uh oh.
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