Blinded by the Light

We have a highly regarded client whose favorite saying (ok, so he has a number of favorite sayings, most of them quite memorable) is "it's good to be the man with one eye in the land of the blind." It's a confident statement, but one that also concedes vulnerability. It's not about being a know-it-all, but about knowing just enough to keep ahead of the pack, and using that  insight to make smart business decisions.

It's a cliché, but knowledge really is power. Nonetheless, we often make important business decisions based on our "gut" or the latest sales call. We're moving so fast in the quest to meet lofty business goals (or individual performance objectives) that we fail to stop, look, listen, and really evaluate our environment.

The best business and channel strategies are grounded in an awareness of three key environmental factors:

1.       The wants and needs of your customers and prospects

2.       The objectives and motivations of your partners

3.       The actions and impact of your competitors

You can certainly get indicators on each of these factors through a few conversations with your sales force and customers, but are you really getting the whole picture?  Given the rapid fire influences and changes we are confronted with daily, it may be that those pointed conversations are limiting your strategic perspective.

Maybe your read on the environmental factors inspires a great idea about how to tweak your company's go-to-market strategy. Perhaps you have the clout in your company to simply do things your way. But most of us don't, and it's hard to rally an organization around ideas that aren't supported by objective, up-to-date information. That’s the problem with being the man with one eye in the land of the blind -- it’s sometimes hard to get others to see things your way.

The way to get the job done is to substantiate (or refute) your subjective experiences and establish some facts. Get out there and ask your customers what they need and want (and how you’re doing meeting those needs.) Learn what motivates your partners and how your offering fits into their objectives. Get a better handle on what your competitors are doing, and how your company stacks up.  And don’t just ask a few – if possible, ask all of them.

Thankfully, there are a number of cost effective ways to quickly reach customers, partners and even competitors today without conducting an extended science project. On-line surveys, for instance, offer an immensely valuable opportunity to take the pulse of your customers and partners. Targeted focus groups enable you to hear first-hand what prospective customers and partners think about your company and its value proposition. Hearing directly from your target audiences offers a balanced perspective about your environment, and gives you fresh information to make clear business decisions.

If you don’t ask your customers and partners how it's going and what they need from you, I guarantee you someone else will. Better to stay Ahead of the Curve than be blinded by the light!

If you’d like to learn how Thoughtwav can help you get a better handle on the environmental factors of your customers, partners and competitors visit our new website at www.thoughtwav.com, or pick up the phone!