What your customers are paying for
They’re not paying for your costs (they actually don’t care if you’re profitable or not). They’re not paying for your time. They’re not paying for your effort. They’re not even paying for what you (might) already know. What they’re paying for… is for how they go from state A to state B. Actually, for them getting to state B. They pay for the help received. And you charge for the help you give. How involved you, your brand, or your staff, get into that process is what will help you determine…
Changing the equation
In a product-market fit approach: “This is how everybody else prices” (eg. cost+) “These are the prices”. You play by their rules. And here comes the challenge. Rethinking them from the core: “How can you change this equation?” “How could i charge X?” “What would my customers need that they gain 10X the price?” It brings you to think from “what they owe me” (aka. what it costs me) into “what they’re interested in” (the outcome). When you start with this, things shift. And that’s your first…
The question
What’s that that your customers appreciate about working with you? Is it that you always say yes? Is it that you always say no? We know it’s not the great work you do. Your work (and its quality) has not really a lot to do with WHY they keep working with you. They keep working with you because of something else. They keep saying yes to what you advice because of something else. They keep with you because _________________. Let me know.
A different view of the future
If strategy is about the future, and uncertainty and zero-warranties… why would anyone want to try something new and for the first time? … or wouldn’t they? Going to “guaranteed results/strategies/approaches” will get you to use what has been already there (at most), with a context that doesn’t apply to you, your customers or your business. (That’s why the bro-marketing-get-rich-quick-schemes don’t work). Think of past-driven vs future-driven this way: If you benchmark with what’s already…
Bad food
Bad Food – Anthony Bourdain Switch food with product, marketing, business, brand… What kind of food do you wanna make? PS- inspired by Dave Trott’s post.
Being Agnostics
If you become solution and supplier agnostic, you’re one step ahead. Why? Because while everyone else is trying to convince and talk others into whatever they’re selling, you’ll be picky, conscious, and cared for in what kind of people you’ll be working with. It’s not about what you can offer. It’s about what they can get. Maybe you’re not the right one for them, so you help them decide to go for another alternative.
Thought leadership
So, you’re a thought-leader. Says who? You’re a trusted advisor. Says who? If it’s not your customers who say that, there’s a gap to fill. Leadership and trust don’t come from within, they come from the outside. If they’re not the ones saying it, you need more work to do. 🙂
Clarity in the articulation
Ghostwriters, copywriters, marketers, content marketers, brand strategists… Other people can’t write “thought-leadership” for you. Neither will they turn you into a “thought-leader”. It’s not magic. And definitely not a linear, easy-to-reach process. Leadership comes from the outside. Thought-leadership comes from your market: rivals, business environment, customers. Thoughts come from you. To get there, others can help you. Yet the articulation (and the struggle to get there) needs to come…
How much does it cost?
A cost is not a price. Talking about price makes you think in different terms. When you see “Cost”, it usually makes you consider something a bit more, like if it’s more painful. On what you’re giving away. When you see “Price”, the focus shifts onto what’s the thing on the other side of this pain. It helps your customers see the potential. To assess the value of what they consider worth it. It changes the dynamics in a sales conversation and negotiations. It clears the air.
An invitation
If you’ve thought “how the hell do i productize my offerings?”, friend of the list and founder of Metahelm, Guillaume Wiatr, is running his monthly complimentary workshopProductized Services: A Shortcut to Authentic and Valuable Solutions on Thursday. His way of approaching consulting, selling, and showing up as you are, are top. Maybe that’s the tiny dip in the water to get you started. I know, if you take it, you’ll leave with something for your business.