Know your customer’s current supplier

It is beneficial for the supplier to know about his customers’ current supplier (if any). Before selling to a potential customer
one needs to know:

  • Who is the customer’s current supplier?
  • Whether the customer is happy with the current supplier or not?
  • Whether it will benefit the customer if they buy from you? And if so, what those benefits will be?


The simplest way to identify a customer’s current supplier is to ask him /her directly. Generally, customers do not hesitate to offer this information and this gives one a good indication about whether they are satisfied with the current arrangements or not. One should find out what benefits or facilities the customers are looking for. And if the supplier can manage to get this
information he stands a better chance to sell to them. The benefits can be related to price, kind of service, or facilities
offered.