Most think of strategy in terms of what they want to do. They might even think of this in terms of value proposition - what they're going to do for the customer. But, do they think about the how?
For example an insurance agent knows she wants to improve the customer's coverage at a lower cost. She might well know how that improvement will be delivered. Maybe she has a company targeting that particular sector. But does she work out how she'll sell it?
Personally, I'm not an insurance expert - just the guy who can read the small print and compare costs - but I have a friend who is. He knows exactly how he's going to sell to new customers. He's got a process.
Paul targets companies in specific industries, all with the same problems. He knows which questions to ask, and the answers he's looking for. That sifts the suspects into prospects.
Now he has to engage the customer with a call to action. Somehow he has to get over the prospect's reluctance to change.
He'll do a forensic study of the small print in the existing policy and report back on all the gotchyas. His first step is unpick the credibility of the incumbent. This sets up the client with a resentment. What the prospect bought before turns out to be less than he thought.
Next he'll propose some innovation - ideas which better position the prospective client to do a deal with any insurer.
By now he's established a number of facts:
- The incumbent supplier is doing a poor job.
- The cover can be improved by anybody with specialist knowledge.
- The client is now better placed to know what he's buying, and how much it costs.
- Paul is a trustworthy business partner, because he contributed one part of his expertise for free.