I was chatting with a new client last week. They told me all about their target audiences and the problems they were solving. They were right on in their analysis of their value and its application to market needs.
So what’s the problem?
Their market has shifted – not in its problems, but in the way customers buy their solutions. If my client continues with their current go-to-market strategy – they will fail, even with distinct, compelling value.
- You see, traditionally buyers sought out individual products from a variety of vendors and then put them together to create an overall solution. NO MORE.
- Today’s buyers have shifted that behavior. They buy from a single vendor – who creates partnerships with individual product vendors and offers them as part of a complete solution.
- The old Gravity ways of selling an individual product directly to the customer are gone. Yes, there are a few customers who are still approaching their solutions in that manner. But for the majority of the market, that approach simply won’t work – not if you want to grow your business.
To be successful, my new client needs to shift. Their value is right on, their market focus is on target. But their approach to selling their product is gravity bound.
Market shifts can come in all forms.
That’s why it’s so important that we understand all aspects of our markets.
You may have the best product with the best value, but if you don’t intersect with the way your audience buys – your product will be buried in the shifting sands of change.
As you’re reviewing your strategies and approaches for 2011 – take the time to look at ALL aspects of your business – your value, your markets and how you create the perfect intersection of the two.
When you shift with your markets – you shift into success!
