Turning Your Business Into A Customer Factory

Solution selling, once the standard of the early tech boom, has lost all validity in the marketplace as the preferred model for how markets want to be sold.  The reasons are many; from markets having less bandwidth to maintain expertise in your niche, to the shear increase of relationship-oriented, solution sellers, advertisers and others out there pounding away at your prospects 24/7.

Even if the trending was positive, solution selling relies on the market itself identifying need and reaching a state of actively budgeting and searching for a solution—at best only a small fraction of your entire addressable market even if you’re attempting to “educate” them.

Instead of hunting for “active” prospects, companies need to move to a model of directionally selling their target markets.  By leading the market to an ideal/optimal end-state of operational efficiency/effectiveness your value proposition supports, you’re in a position of engineering need and rigging the competitive landscape in your favor.  It’s not educating the market about a solution or a missing capability; rather it’s defining the next critical operational foundation, how it will work and what the advantages are for those who get there early.

Those that take this approach to “market advocacy” are much more likely to get the attention of their target markets (online and offline) and progress them through a methodical sales process that manufacturers buying alignment at each stage while reducing the overall expertise required to close.

It’s not about what you have; it’s about where it will take them.

To learn more about directional selling and how to transform your business into a highly efficient customer factory, contact me here.