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)Name withheld to protect the innocent
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.
If you want to - grow faster, - be more profitable, - differentiate your company, - deliver exceptional service, and/or - take the single action that would have the greatest impact on your firm, then, you need to identify your IDEAL client before you do anything else....read more
One of my more popular and controversial blog posts is “Why Your Marketer Doesn’t Understand Your Firm’s Business.” The title alienates marketers before they get to the first sentence. It satisfies partners because it recognizes what they might think but would never...read more
This week two disparate events converged in my mind to provide some useful advice to professional services firms wanting to grow. The first event was the release of a professional services “high growth” benchmarking study. I’m not a fan of this report because I think...read more