KNOW YOUR CUSTOMER

Be sure you know the condition of your flocks, give careful attention to your herds.
PROVERBS 27:23
 
Identifying and meeting the needs of customers is key to any successful marketing venture. Many years ago, Coca-Cola decided to introduce a new Coke. The company executives conducted research among loyal customers to determine if their customers would embrace the new taste. The evidence proved that the new Coke would be successful, as people liked the taste of new Coke.
 
However, what Coke did not realize was the emotional attachment Coke users had to their existing Coke product. Once the new product hit the stores, there was a massive outpouring of negative publicity when Coke users rebelled against the new Coke. Loyal Coke drinkers may have liked the taste of the new Coke, but they did not want it as a replacement for what they were accustomed to.
 
The man responsible for the change was fired. It became one of the most famous marketing blunders ever. However, the story does not end there. The company eventually turned a bad situation into a positive one. Coke ended up having two versions of Coke—“new” and “classic.” The man responsible for the new product was rehired and went on to be successful in the company.
 
Jesus sought to meet the needs of His customers by ministering to their needs as His heavenly Father revealed them to Him. He also showed His customers their most important need—the need for salvation—when He fulfilled God’s need for a physical sacrifice, on the cross.
 
Some of your customers have a perceived need for your product. But they also have a spiritual need that they may not realize they have. God wants to use you to meet both needs. That’s why it is important for you to know your customer.

Hillman, O. (2011). Tgif: today god is first. Grand Rapids, MI: Revell.


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