I had an interesting conversation yesterday that really illuminated the distinction between the work that we do versus the value of that work to our customers. I was discussing a potential new project with a large customer – a global consulting and outsourcing firm. We got to talking about a competitive vendor who may also be considered for doing the project – a much larger and more established firm with deeper reach into my client (and with cheaper prices).
My client contact said “They really do the same sorts of things as you and it may be that they are a cheaper option. ”
Curious, and perhaps a bit defensive I asked in the most neutral voice I could muster “How do you mean?”.
My client responded “Oh, well, you know, they’re providing sales training to the same target group of people that you are, and they do role play and that sort of thing”.
“Ahhh…” I said “Yes, they DO the same sorts of things as what we DO. Hmmm. I wonder… Do they CREATE the same sorts of outcomes as those we CREATE?”.
It was his turn to ask a question now – “What do you mean” he asked.
“Well,” I said, “Do the people who sit in their workshops exhibit immediate behavioral changes on the job? Do they begin doing things that they have never done before? And are they still doing those new things 1, 3, 5 years later? And moreover, the most important question we both need to ask, are those people who have been trained now CREATING new outcomes for your company as a result of their changed behaviors? In short, does this other vendor CREATE positive change in your company the way we do?”
Hmmmm…. Yes…. An important distinction. The reason it came up in the first place is that our competitor charges much less money than we do. For doing the same sorts of things. But the key is that we’re not getting paid to facilitate workshops… We’re getting paid to change their people. And to change their corporate culture. Forever. Compare us on that – not on our price.
What outcomes do you CREATE? What change is evident when your product is put in place? How is your customer different when your work is done? Now substitute THAT for your thinking around what you do – for it is in the outcome/change we create that our customers find value… not in what we DO.
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