Tag Archives: Outcomes

How Do You Productize an Offer? Four Recommendations

Situation: The CEO of a new company is struggling to generate sales momentum. Part of the issue is adequately productizing their current offer. A second issue is building a good sales team and sales momentum within the team. How do you productize an offer?

Advice from the CEOs:

  • The issue may be that the company is regarding its product and the sales process too narrowly. Look at the sales process in new and different way.
    • Role play the current sales-to-close process. Have salespeople document what they do. Look for a product concept that appears from this exercise.
  • Try different models to determine what works best at the company’s current stage of growth.
    • Position the company’s ability to deliver outcomes. Make it risk free if nothing is produced. “Here’s our package – it costs nothing if we don’t produce results as promised.”
    • Consider specializing in services that enhance other companies’ sales – a need that is always present.
    • Look at the car dealership model – lower level salespeople qualify prospects and bring the qualified prospects to more experienced colleagues for the close.
  • How is the company currently positioned – as a generalist or a specialist? Potential clients more often look for a specialist to help them solve specific needs.
    • Conduct local surveys to help define prospects’ and clients’ top needs.
    • Start developing and advertising specialty areas. Add to the list of specialties as the company expands.
  • To build the sales team look at younger salespeople currently with competitors. If these individuals have been recruited right out of school, they will often look for other opportunities after a year or two.
    • Target good salespeople who are currently employed. Tell them that the company is interested in getting to know their business and look for salespeople who are good at selling themselves as well as their offering.

How Do You Transition from Boss to CEO? Three Insights

Situation: The head of a small service company wants to become more strategic – more like a CEO. Ideally, he wants to create a small samurai team to help him expand.  He prefers working with a range of clients to develop creative, out of the box solutions. How do you transition from boss to CEO?

Advice from the CEOs:

  • The eMyth Revisited by Michael Gerber is a valuable primer on how to bring in more clients and revenue. The critical question that this book helps to answer is “what do I want to build?”
    • The book walks you through the critical questions that will help to answer whether your true ambition is to be a Picasso with helpers or a company. The answer may be either, but how you build each is different.
  • The more that skills can tied to a tangible outcome the easier it is for clients to hire a company. Quantify past successes. Make it easy to justify hiring your team.
  • To add to your pipeline:
    • Help friends help you. Make it easy for them to refer you. This can be simple: YouTube videos or improving the company website to highlight past successes.
    • The company web site can’t be just OK – it must be the all-important credibility builder that the company needs. Recreate the site to wow the visitor and tell the company’s story. Make it fun and compelling.
    • Participate in groups or forums that your targets attend. Create presentations, webinars, etc. Establish the company as an expert with the answer and as a trusted resource.
    • Also present to professional organizations to establish expertise and credibility.
    • Testimonials are powerful – particularly if backed by metrics.
    • Collaborate with people with similar depth of experience who can help develop the pipeline. Offer them a cut of total job revenue.