Note: This posting is based on my weekly “Thank God It’s Monday” that helps you and your company thrive!
This week’s focus: accelerating growth
I read that an executive was investing significant time and money in an initiative to educate potential clients about the cost of trying to solve a problem on their own. The investment was not yielding the results he hoped for. Here’s my take.
The executive is focused on selling his methodology and all the intricacies associated with that methodology hoping that this effort, somehow, is creating value in the mind of the client. The executive is:
- selling to feasibility buyers, not true buyers
- selling methodology, not outcomes
- in love with his technology
The executive may need to help prospects understand the difference between “make” (create it themselves) and “buy.” But that effort needs to be a paragraph, not an initiative. Perhaps a simple tool can be created to help someone calculate the costs of “making” the solution.
The executive needs to be making the complex simple, not making the complex complex. If the solution is really complex, perhaps it is not ready for prime time. And, that’s not how a company accelerates growth or thrives.
Thought for the week:
Dave Gardner, Gardner & Associates Consulting http://www.gardnerandassoc.com
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