Relevance is The Holy Grail

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“Nobody cares about you, your brand, or your company. You’re irrelevant…until proven otherwise.”

–     Steve Woodruff, “Clarity Consultant” and best-selling author

Sad, but true.  The proliferation of choice and apathy in most markets today, and the general risk-averse nature of most procurement processes means that proving relevance takes precedent to proving value.

Brands still matter, but only if they find a way to matter.

Sales pros still matter, but establishing relevance and trust are the entry points to mattering.

That ___________ we sell?  Someone else sells a very similar ___________, or if they don’t now, they will, soon.  To compete and win, we need to first be relevant to multiple constituencies.

First, we have to be relevant to our team members.  We can’t just provide jobs and income and benefits, we have to make meaning for our teams.

Second, we have to be relevant to our suppliers and partners.  If we treat them like commodities, they’ll treat us like….well, like we deserve to be treated.

Third, we have to be relevant to our clients and customers.  We need to make it difficult for them to imagine each day without us in it.

Finally, we have to help our clients and customers be relevant to their clients and customers.  Sometimes it’ll be the ___________ we sell.  More often, it will be the questions we ask, the engagement we bring and the commitment we show, while delivering the best _________ we can.


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