I’m going to let you in on one of my trade secrets.
Go-to-market strategies aren’t actually about selling or marketing. They’re not about RFPs, interviews, services and resumes.
They’re about human behavior.
When I talk about “failing fast,” people get excited. Failing fast in pursuit is a sexy concept.
But in practice, failing fast in go-to-market strategies goes against human nature.
The normal thing we do when we’re in pursuit of a client – especially if it is an account that will take some time to develop – is think “I’m just one chit away from going to the next level with this client.”
To manage any project effectively, especially a project related to your growth strategy, you must be smart about managing tasks.
Tasks are by nature tactical, so it’s important that you integrate them into your project in a strategic way to make sure they’re moving you toward your objectives.
When a client tells you about the project they want completed, what is your reaction?
Do you say, “Great! We can do that. Here’s how we’ll get you the results you say you want,” and begin to prove how talented you are to secure the project?
Building business relationships is similar to gardening in a lot of ways. It takes time and dedication.
The actions required for the payoff rarely result in an immediate or obvious change — they need to build up over time. A relationship which is started, but not maintained will wither and die — it is the natural order of things.
Messaging is so pivotal to leveraging The Connection Process. Specifically, how you message your impact. It’s a subtlety that most people miss.
One of my favorite videos is from Simon Sinek, where he talks about the difference between the way Apple goes to market and the way everyone else goes to market.
Say you’re just learning how to golf. You’ve signed up for some sessions with a golf instructor. You’re ready to hit the green for the first time.
Would you wonder, When am I going to win a tournament?
Probably not.
You spent a fortune on a coach to push you and your team through a mindset shift or a business process change.
The coach shares a methodology with you that will change everything about what you are doing.
It feels like base jumping. Right? Or worse – jumping without a chute.
Well, it shouldn’t, because the idea of changing everything you’re doing is going to backfire on you.
If you’ve been following this blog, you now know how to spot a champion and a navigator within your target client organization. The next most important person to identify as you’re building relationships within the organization is the decision maker.
Paying attention to business and political issues within a vertical market is something we coach all of our clients on. We spend a lot of time on this because the issues can appear incredibly subtle but have massive impact on the industry.
