In my quest to unpack what sets Remarkable Business Software companies apart from ‘the others’ this question plays a crucial role. All the cases that I have reviewed have a clear answer, and that’s what they market: The change i.e. the shift from where their customers are today, to where they want to be.
Value, urgency, and being prepared to pay a premium
The power behind this question is big, and not well understood. Here’s why: It not only forces you to think in clear outcomes for your customers, it will actually force you visualize a desired end-state. This is about addressing the deep inner aspirations of your customer, and that drives engagement. Maybe not for any company, but for sure for the right ones. The ones that find value in this and see the urgency. So, once you articulate this right, it will do the natural qualification for you, and leave you with the ideal customers that are prepared to pay a premium for what you have to offer.
What’s stopping them?
Articulating ‘Who you want your customers to become’ forces you to find the answers to what’s stopping them from achieving this aspiration. It’s often not a single reason. There are likely many. It can be because of various external pressures they don’t control that place a big impact on the trajectory of their business. And often this is mixed with a range of internal roadblocks that need to be removed to get traction. All of this together stops progress, and impacts results in a negative way. This is your opportunity to stand out and make a difference.
Starting with the simple question: ‘Who do you want your customers to become’ will help you set everything in motion to do just that:
- It will clarify what’s important and what’s not with regards to your own investments in your solution and Go-To-Market approach, which will help you become very resourceful as a consequence.
- It will inform your communication, and help make it simple, concrete and credible. This will make it resonate in ways that will surprise you.
- It will result in the fact your ideal customers will start to find you, rather than the other way around. They will qualify themselves in.
- And it will help to spark action because you’ll be able to connect to hit the right nerve in the right way. This is where you stop selling, but turn prospects into buyers.
Long story short: This will help you align your roadmap with what matters most for your customers, free up capacity to deliver that roadmap with joined up effort and with that increase win-rates and deal value. That, in turn, will help you become who you want to be.