Getthetotalpicturefirst—bygatheringinformationaboutthecustomer'sactualworkingneedsandrequirements.
Identifythecustomer'skeydecisionmakers—andunderstandhowtheycometoadecision,andwhatinformationtheyrequiretomakeadecision.
Assembleamixofproductsandservices—thatwillbeuniquelydesignedtomeetthecustomer'sactualneeds.Indevelopingthismix,youalsoneedtobearinmindyourownmarginsandtheprofitabilityinherentinthismix.
Showthecustomerhowthevaluepropositionyouproposebringsthemgenuinequantitativebenefits—likeacostreduction,animprovementintheirmargin,bettercashflows,anincreaseinmarketshareoranincreaseintherevenuestheygenerateintheirbusiness.Thesequantitativebenefitscanthenbereinforcedbyqualitativebenefits(likeincreasedcustomersatisfactionandimprovedbrandimage)。
Bothlargeandsmallorganizationscanreinventthemselvesandincreasetheirrevenuesthroughcross-sellinginitiatives.Theseideascanalsochangetheorganization'sgeneticcodemovingforward,andlaythefoundationformoregrowthinthefuture.