Win Clints Creativity

BursaSnipers

Publish date: Sat, 03 Nov 2018, 03:56 PM

Win Clients Creatively

7 While many companies feel their products and services are enough to cause their dream clients to transfer loyalties, they must attract customers from the competition by offering greater value, a better future or a strategic outcome that customers believe they need.

That’s from Anthony Iannarino, author of “Eat Their Lunch: Winning Customers Away From Your Competition.” He’s also the creator of The Sales Blog.

“Without a big idea and a big result, there is no reason to change,” he cautioned.

Tips on how to attract customers:

Capture their imagination. To attract customers away from your competition, “you must establish yourself as someone with a better understanding of the current environment, what needs to change, why it needs to change, and how to make those changes,” Iannarino said.

Do your homework and help customers discover something new about their needs that isn’t addressed elsewhere. To replace your competitors and take their chair at a prospective client’s table, show that you can deliver greater results to them — if they change, he adds.

Have vision. “The way it’s always been done” is like a map that gets slowly out of date, says Tim O’Reilly, author of “What’s the Future and Why It’s Up To Us.”

“There are new roads, old ones are sometimes closed,” he adds while warning: “People have even religiously followed their GPS off a bridge that no longer exists. The same is true in business. Look at the road, not at the map.”

Get personal. To attract customers from a company that already has a partner, Iannarino says, you also need relationships within the company with people who will support a changing of the guard.

He points out that in the last few years relationships have been downplayed as more transactional approaches to sales have been pursued by those who believe those models allow them to better scale.

“But relationships matter,” Iannarino said. “And if some group of people aren’t willing to support changing to you from their current partner, it isn’t going to happen. You need to build relationships deep and wide.”

Separate yourself. Iannarino says the idea in a book called “Blue Ocean Strategy” is that you should seek an innovation that allows you to eliminate competition, as NetflixNFLX , Airbnb and Uber have done.

While not easy, success at doing that is to see the world with different perspectives. “This is central to the success of the greatest entrepreneurs,” says O’Reilly.

The creativity of these kinds of entrepreneurs lies in their ability to understand and apply ways that the world has changed, while everyone else is still following the old map, O’Reilly says. “Real breakthroughs come when we don’t just use new technology to duplicate what went before or to fine-tune the way the world works now, but to reimagine how it ought to work.”

O’Reilly points to Uber founders Garrett Camp and Travis Kalanick. There were already hundreds of millions of smartphones equipped with sensors able to track the locations of both drivers and passengers.

“The notion that you could use the location sensors in the phones of driver and passenger to match them up in real time is blindingly obvious in retrospect. But the capability was around for years before anyone actually built a service to do it,” O’Reilly says.

Stay vigilant. Keep waiting for the missing pieces of the puzzle to arrive, such as a particular technology.

Speech recognition has been a feature of smartphones since the 2011 launch of Apple’s Siri intelligent agent, O’Reilly says.

“Yet it was Amazon.comAMZN , not AppleAAPL or GoogleGOOGL , that brought a seemingly minor change that made all the difference: The Echo had a smart agent named Alexa that was always listening to your commands without the need to first touch a button.”

Even if you aren’t the one to push that boundary, “once someone does it successfully, there’s a huge opportunity for a fast follower,” he says. “Be ready!”

Telegram me : Bursa Snipers

Discussions

Be the first to like this. Showing 0 of 0 comments

Featured Posts

MQ Trader

Introducing MY's First IPO Fund for Sophisticated Investors!

MQ Chat

New Update. Discover investment communities that resonate with your ideas

MQ Trader

M & A Value Partners IPO Equity Fund has been launched - Targeted 13% Return p.a

Latest Videos