Given the challenging times we work in and the fact that more is asked of us every year, discernment has become increasingly important. One definition of discernment is,

“Having the ability to make good judgments and decisions.”

This topic is crucial. When practicing discernment, we think about account and opportunity selection, and how we choose to invest our efforts. Consider these two questions when deciding where and how to best spend time.

Question 1: Can we compete?

When an opportunity arises, we consider our ability to compete effectively. 

• Do we have a strong solution fit?
• Is the opportunity the right size for us?
• Is the customer open to deciding in our favor?
• […]

The answers to these questions help us decide if we can adequately compete for the customer’s business.

Question 2: Can we win?

This question follows the first by design. Just because we can compete does not mean we should. Now, we consider if we have what it takes to win. 

• Do we have a good understanding of the customer’s business and needs?
• Do we have coaches who want us to win?
• Can we gain access to the true decision maker?
• Do we have a strong business fit?
• […]

Here are two key takeaways to consider:

1. It’s easier to answer Question 1. Either we have what they need, or we don’t; either it fits our ideal customer profile, or it doesn’t. 
2. When it comes to Question 2, either outcome is a good one. You can conclude that you are not well-positioned to win and walk away, or you can still pursue the opportunity. You just need to take the actions needed to gain knowledge, develop coach relationships, and gain access to real decision makers – giving yourself a fighting chance. 

 Answering these questions early will help us to leverage our time and talent on the best possible opportunities.