Focus on One Massive Improvement

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People don’t want “slightly better” any more. Sorry. We don’t have time for it. If that’s what you sell, find a way to provide massive improvements.

Pick an area, maybe two, where you can significantly impact a customer’s or prospect’s business, with proof and testimonials, and you’ll have greater success than being slightly better in 6-7 areas.

Customers are suspicious of incremental gains. They’re too subtle and sensitive: change one variable, the gain goes away; one key person leaves the company, the gain goes away. If we’ve got to change processes, change equipment, change vendors, change packaging, for only slightly better results, we don’t see the effort as being worth it.

On the other hand, we’ll overhaul everything if we’re assured of a massive improvement. If we can be first in something because of the change…if we can save double-digit percentages in costs…if we can reduce headcount dramatically…if we can streamline in some other way to such a degree that our personal standing in our company is elevated…then, we’ll change.

They key is finding where you can apply true, measurable, massive improvements, and have the emotional data to back it up. It’s the difference between a decision-maker only saying “Interesting…” or “Hmm…” after your presentation vs. saying “Wow!”