provide
unique insight, then you fail to provide unique value. Second, if
your customers have already begun to consider possible solutions, you’ve
lost a significant opportunity to skew their thinking toward your solution.
Practically speaking, it’s like failing to get ahead of the RFP. You’re
responding
to customers’ needs rather than
defining
them. And that’s a
recipe for increased commoditization.
If you’re going to reframe, then be sure you really reframe. This is not
the
place to be timid, as the entire approach rests on your ability to surprise
your customer and make them curious for more information. You’ve just
bought yourself another five minutes. So what’s next? Well, you’ve shown
your customer a different way to think about their business, now you’ve got
to show them why it matters.
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