Mark Shonka

Sales Tip: An Exclusive Ability?

In many of our past Tips, we have talked about Business Fit and the concept of shifting our focus from the specifications of our solutions to the business outcomes we can help create for and with our customers.

To do this, we leverage our various sources of value, including our people, experience, expertise, industry/sector knowledge, best practices and of course, our solutions. These things, coupled with our insight on the customer's business, help us to align with critical business objectives, strategies and issues. This business fit concept is compelling, especially to decision makers who care more about their outcomes than our solutions.

One concern that often comes up when we work with our clients on the business fit topic is this,

"Yes, but our competitors could do this too."

By "this", they mean: understand the customer's business; get to the real decision maker; and present a compelling business fit.

Our response,

"Yes, they probably could. So?"

Just because they could doesn't mean they do. To do it, they would have to understand what business fit is, appreciate the concept and understand it well enough to execute it effectively.

You don't have to be the only one who could create a business fit to be the only one who does it. You don't even have to have the best solution in order to have the best business fit. You just have to be the one who does it!

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