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| More of the Same in 2009? by Mike Wagner |
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2008
is all but a memory. So, what lies ahead for your organization in 2009?
- Will your top salesperson be pleading, for the tenth time, for you to consider lowering prices in 2009?
- Will you begrudgingly commit to another print ad or radio spot announcing discounts, sales, or rebates?
- Will your CFO bring you another quarterly report indicating profit margins have shrunk yet again?
- Will you scour efficiency reports hoping your operations manager has found another way to cut costs?
- Will another customer complaint be routed to you because your front-line people just don’t care?
- Will your Director of HR inform you another one of your brightest, best, and most creative employees is leaving?
Leaders often deal with these types of everyday business challenges in isolation. Before you know it they’re waist deep in “the big muddy river” of tactical details. You cannot afford to be stuck in 2009.
So, pull your leadership team together. Be sure to include the best thinkers and a few “wild thinker” types. Then spend more than a few hours agreeing on the answers to these three questions:
Who
is our sweet-spot customer?
Contrary to popular belief, everyone is not your customer. Focus on the
type of customer you must have to grow your organization. Don’t think specific
company, think type of customer: Purchasing managers at Fortune 500 companies;
technology-savvy farmers; project managers at small to medium sized construction
firms; etc.
Don’t assume you and your team are united on the answer to this vital question. You must think this through as a team and come to an agreement. Focusing your resources on this type of client is the first step in defining success for your organization.
What
do we promise these customers?
List what is important to your sweet-spot customer. What gives them pain?
What gives them pleasure? Extensive market research isn’t necessary – you
know the answers. Your promises will most likely be crafted from the top
2-4 most relevant issues.
Most organizations don’t have a clue what their non-negotiable promises are to their customers. Marketing and sales are off and doing “their thing”. Production does its best to deliver on what sales and marketing is telling prospects. Human Resources fills job openings. Lack of alignment between departments and business functions inhibit growth and frustrate day to day operations.
Get agreement on what relevant promises you will be making to your most important customers!
What
is unique in the way we keep our customer promises?
People ignore sameness. To get the attention of your sweet-spot customers
you must be unique in the way you fulfill your promises. Saturn promised
a hassle-free car buying experience and delivered “one price nationwide”.
What will make your organization stand out from the competition?
Answering this question requires you awaken creative energies you haven’t used in a long time. It requires you to enlarge the circle of participation within your business - you need everyone’s ideas and insights if you plan to be different in a way that matters.
For many, more of the same is not an option in 2009. You know that. Customers know that. Employees know that. The good news is you’re in control of your future. So what will it be?