Issue to Solution Matrix
Identify what is beneath apparent needs and create growth opportunity.
“Customers don’t buy drill bits;
they buy holes.”
Understanding your target market and how they buy are the most basic concepts of marketing and should be the foundation of any strategic marketing effort.
Ironically, these simple concepts are one of the primary reasons firms never reach their growth potential. Instead, they either waste an inordinate amount of time and money in business development or they hang out an industry “shingle” and call it a day.
“What do you mean you don’t want a titanium drill bit?!
“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.
My Point of View
Human beings are full of fears and complex motivational drivers.
While a firm’s solution may deliver value, most firms don’t have their arms around what value the client actually sees in a solution or why she buys it. We all define value and values differently. If we are not mindful, we get caught in the trap of thinking that everyone sees the world as we do.
Taking the time to identify what is beneath those apparent needs creates growth opportunities, differentiates firms, increases marketing ROI, and improves sales effectiveness.
Top performing firms understand whom they are serving, including their clients’ priorities.
The rest just dabble.
Prudent Pedal’s Value
I shake up the status quo and challenge long-held assumptions about what clients value and buy. I break apart solutions and rebuild them with clients’ teams, so clients see value and differentiation. I make solutions stronger, so marketing and selling are more effective and reaching their full growth potential.
Now I understand why our market segments, our solutions, and why our earlier approach attacking our markets was losing us money! (response to Issues to Solution Matrix™ final results presentation)
Looking for increased marketing effectiveness, more leads, and sustainable revenue growth?
The Issue-to-Solution Matrix™ helps firms understand what makes their clients tick, how a solution meets clients’ needs, and what benefits drive differentiate value.
A firm will always underperform its growth potential until it gets focused on its growth priorities.
Having limited marketing resources means having to make difficult choices about where to invest.
Not choosing leads to dabbling in marketing; squandering your growth investments, and putting your firm at a competitive disadvantage.
I lament the overuse of marketing brochures as crutches in lieu of purposeful discussions and meaningful client interactions. I simply try to avoid spending marketing time and resources on perfunctory, haughty, worthless marketing collateral.
HOWEVER, if Marketing is going to produce a “brochure,” here is how to write a brochure correctly.
My wife says that I tilt at windmills when I try to convince the professional services world that Marketing is strategic and more than making things pretty. Alliance partners and business leaders say they have the “strategic stuff” covered. My marketing peers wonder why I expend so much energy and political capital fighting an undefeatable foe. After all, it’s easier to just ride a horse in the direction it is going.
In the immortal words of John McClane in the movie Die Hard, “Yipee ki yay,…!”
Professional services marketing is like no other.
Professionals services firms market complex, intangible solutions to what are big, public, and potentially embarrassing problems. The solutions are bought by the most sophisticated c-level buyers at top companies around the globe. And, professionals must operate from Byzantine, matrixed systems in one of the most political and contentious ownerships structures, a partnership.