TOTAL SOLUTION FOR A BUSINESS
People do not want products or services – they want results. One of the biggest challenges businesses face when they go-to-market is how to identify and communicate the meaningful, compelling result they provide. The reasons companies face this problem are numerous and I’ve written about many of them in previous articles. They range from a total lack of understanding of their customer to not having the confidence to make a compelling promise – and everything in between.
Recently, I witnessed another major cause of the problem. This situation is most prevalent in a business-to-business or business-to-government environment, though it comes into play in the business-to-consumer market as well. Frequently, an offering only provides a part of the ‘total solution’ that is required to fulfill the promise a company makes to its clients or prospects. In marketing circles, this is called a ‘partial solution.’ It is rare that a company provides a true, ‘total solution’. As a result, it is critical that those companies do an exceptional job of marketing and selling their partial solution