I remember back in the early days when I was a copier rep there were only a few places to gather professional advice. There was my sales manager and my fellow reps and that was about the extent of it.
Since then the online/social networking world has exploded with seemingly a LinkedIn or discussion group for every topic known to mankind. But how do you know who to listen to?
In the old days you knew to look at the sales board every month and see who knew what they were talking about. But in the online world it's difficult to know if someone really knows what they're talking about or if they're just spouting their own opinion without any real success backing up their statements.
Then there comes the question of credibility. Unfortunately, there are many people today who will take credit for accomplishments that they either had little or no influence in creating.
When you look at various online discussions about MPS most of the conversations end up in some cerebral, ethereal definitions or tell others what is wrong with what they are doing (guilty as charged).
At the same time I see a large number of companies looking to adopt MPS as a strategy moving forward, yet struggling to effectively implement this strategy. So what could be the problem? Is MPS really that difficult?
It is if you make it that way!
Most companies looking to adopt an MPS strategy have had some relative success at their existing business. The problem I see with MPS strategy is that it is taught as a "change in thinking" of how business is run. So previously successful companies are now told "You're going to be out of business in 5 years" or "You need to change what you're doing". Using this fear to motivate change business leaders look to make dramatic shifts in an otherwise successful business.
Fear is not a good basis for business decisions.
Let me suggest this: While MPS does require a change in thinking, perhaps it is not as dramatic a change as some suggest. Instead, understand the principles of MPS and learn to integrate it into an existing, successful business.
Don't stop doing what it is that got you to where you are. Simply adjust the course to capitalize on the current opportunity.
Honestly, I'm not 100% convinced that MPS will become the world-beating force that it is sometimes portrayed as. I do, however, believe that it is a great opportunity to provide value to clients.
So the moral of the story...KEEP IT SIMPLE STUPID!
Don't abandon your previous successes because some consultant, industry expert, or a bunch of people in a discussion group told you to.
Do it with a plan. And do it because you believe it will add value to what you already provide.
Tuesday, June 30, 2009
Wednesday, June 17, 2009
Customers Don't Know What They Don't Know
Posted by Ken Stewart (LinkedIn, Blog)
How many times have you been attempting to talk to a potential client and they are just not picking up what you are putting down? You can tell the light bulb just hasn’t turned on as you are presenting…
Now, how many times have you been sold to by someone you didn’t think understood your problem, your need, your “hot button”?
For those in the document imaging business dealing with, struggling with, or embracing what has been termed as Managed Print Services (MPS) or even electronic Document Management Systems (eDMS), this is all to often the case. The customers just are not getting the concepts.
What is even more frustrating is when I support account managers that just don’t get it either. They haven’t flipped that switch to helping in a more consultative manner. Don’t get me wrong, these reps aren’t trying to sucker clients into buying something they don’t need, but they are an empty suit - throwing out buzz words like “right-sizing” , “TCO” (total cost of ownership), and my favorite - “solutions”.
When I ask, just what is a “solution” anyway? I get all manner of answers, but the bottom line is that there is no 1 definition of “solutions”.
So I would ask, what are you selling your customer if you don’t know? That’s the first question; you must know yourself and your line up to be effective in helping your customer solve - get this folks - THEIR business problem.
Not your business problems; their business problems.
Next, how do you sell to a customer who doesn’t have that light bulb moment about your “solution” to their problem - or doesn’t think they need your “whiz-bang”?
Education
Education is the key to enlightening customers. It isn’t enough to tell them they need it, they have to understand operationally how they need it, how it impacts them, and how they can be better with your solution than without.
Education requires investment, on your behalf, as well as caring for your customer. There is no shortcut to relationship building, and you wouldn’t want that.
You have to teach your clients the difference in a McDonald’s hamburger and a Filet Mignon; you have to show them the value of a marriage with you versus a one-night stand.
Folks, if you are not talking the same language as your customers - and your customers don’t get the emotional and operational impact of what you are selling, you are not going anywhere.
The 1-2-3’s of MPS
In summary, your customers might be just starting to talk about getting a handle on their document output costs as a tactical reaction to today’s economy. But most haven’t even heard of MPS- and even fewer understand cost reduction as a strategy, or the long tail of e-DMS strategies.
Why not?
Simple: Education.
Three to five years ago, many customers didn’t know what ’scanning’ was - unless you were talking about a police radio or reading a book very fast. Through the advent and proliferation of technology, this is now a must have in just about every office in America - and it comes with the MFP of your choice… there is almost no option. Scanning is now the power-locks and power-windows of the document industry.
That’s where you want to be, but you have to 1) BELIEVE it can benefit your client and 2) TEACH your clients how to achieve results with their ‘new solution’.
Let’s face it, they may buy from you once, but if they didn’t achieve results, as promised, you will have violated that sacred bond and dishonored your relationship with that client.
Teach, show, and educate your customers on what they are missing - what they don’t know!
________________________________________________________
Ken Stewart’s website, ChangeForge, focuses on the collision between the constantly changing worlds of business and technology in an information-centric world. He is always interested in connecting; to discover the many ways you may connect with him, visit him at DandyID
________________________________________________________
How many times have you been attempting to talk to a potential client and they are just not picking up what you are putting down? You can tell the light bulb just hasn’t turned on as you are presenting…
Now, how many times have you been sold to by someone you didn’t think understood your problem, your need, your “hot button”?
For those in the document imaging business dealing with, struggling with, or embracing what has been termed as Managed Print Services (MPS) or even electronic Document Management Systems (eDMS), this is all to often the case. The customers just are not getting the concepts.
What is even more frustrating is when I support account managers that just don’t get it either. They haven’t flipped that switch to helping in a more consultative manner. Don’t get me wrong, these reps aren’t trying to sucker clients into buying something they don’t need, but they are an empty suit - throwing out buzz words like “right-sizing” , “TCO” (total cost of ownership), and my favorite - “solutions”.
When I ask, just what is a “solution” anyway? I get all manner of answers, but the bottom line is that there is no 1 definition of “solutions”.
So I would ask, what are you selling your customer if you don’t know? That’s the first question; you must know yourself and your line up to be effective in helping your customer solve - get this folks - THEIR business problem.
Not your business problems; their business problems.
Next, how do you sell to a customer who doesn’t have that light bulb moment about your “solution” to their problem - or doesn’t think they need your “whiz-bang”?
Education
Education is the key to enlightening customers. It isn’t enough to tell them they need it, they have to understand operationally how they need it, how it impacts them, and how they can be better with your solution than without.
Education requires investment, on your behalf, as well as caring for your customer. There is no shortcut to relationship building, and you wouldn’t want that.
You have to teach your clients the difference in a McDonald’s hamburger and a Filet Mignon; you have to show them the value of a marriage with you versus a one-night stand.
Folks, if you are not talking the same language as your customers - and your customers don’t get the emotional and operational impact of what you are selling, you are not going anywhere.
The 1-2-3’s of MPS
In summary, your customers might be just starting to talk about getting a handle on their document output costs as a tactical reaction to today’s economy. But most haven’t even heard of MPS- and even fewer understand cost reduction as a strategy, or the long tail of e-DMS strategies.
Why not?
Simple: Education.
Three to five years ago, many customers didn’t know what ’scanning’ was - unless you were talking about a police radio or reading a book very fast. Through the advent and proliferation of technology, this is now a must have in just about every office in America - and it comes with the MFP of your choice… there is almost no option. Scanning is now the power-locks and power-windows of the document industry.
That’s where you want to be, but you have to 1) BELIEVE it can benefit your client and 2) TEACH your clients how to achieve results with their ‘new solution’.
Let’s face it, they may buy from you once, but if they didn’t achieve results, as promised, you will have violated that sacred bond and dishonored your relationship with that client.
Teach, show, and educate your customers on what they are missing - what they don’t know!
________________________________________________________
Ken Stewart’s website, ChangeForge, focuses on the collision between the constantly changing worlds of business and technology in an information-centric world. He is always interested in connecting; to discover the many ways you may connect with him, visit him at DandyID
________________________________________________________
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