This is the next Tip in a series supporting the concept of "Translation" - a process for developing more powerful business fit statements.

The process of Translation includes four steps. The first step is gathering the right knowledge about the customer by asking business and solution-oriented questions, and organizing your knowledge about the customer's business in a POSI grid. The second step is to take your research and identify any specific objectives you can help the customer achieve, strategies you can help them implement, and/or issues you can help them address. The third step is to do your financial impact research, asking questions that help you understand and quantify your potential impact.

Next comes step 4 - identifying your resources. You need to figure out all of the things you can bring to the table that can help to bring the fit to life. Although this step sounds simple, it usually isn't. Why? Because, to create true differentiation, you need to go further than most people do. Here are some "assets" to consider:


Your solution - This is certainly key. What capabilities or features do you have that will impact your client's success, and which of these are unique to your solution?
Experience - Do you have unique expertise or knowledge on your team that will benefit the client, such as experience working in a specific emerging market your client wants to penetrate?
Expertise - Is there a particular expertise, such as industry segment knowledge, where you can identify and leverage best practices to create efficiencies for your client?
Resources - Are there people on your team whose expert knowledge can contribute to the client's success, such as IT, training or HR?
Support - As a part of your solution, do you have support services that drive productivity and efficiency for the client?
Relationships/network - Are there people or companies in your network that can assist the client in creating success? (E.g., a labor relations expert in an emerging market who could help the client gain knowledge it might otherwise take years for them to gain on their own.)
Company direction - Does your company have centers of excellence that can add value, such as an "innovation" agenda that reassures the client that they will always have a thought leading implementation?
You and your research - Your unique understanding of the client can be among the most powerful assets you can leverage.


Don't rush this step. Most people stop at just their solution and support, but it could be the "other" items that make your business fit most compelling.


Help your salespeople get better at Translation.

Send them to our open "IMPAX Sales Process" workshop, where we'll work with them on this topic and many others. To register for our next workshop, or for more information, click here.