Perhaps one of the more positive aspects of the recession (there I said it) is that many companies are now finally biting the bullet and thinking seriously about what it is they sell and how they sell it.
In good times it’s easier to succeed with a product-led sale, setting out your stall and letting customers buy from you. In tough times, buyers are scarce and investment is limited, no-one buys ‘nice to have’ and this can easily lead to commoditisation and loss of control as the initiative moves from supply to demand.
The term “solutions” has certainly lost much of it’s meaning with just about everyone using it for just about everything. That doesn’t negate the fact that there is, for many, the opportunity to regain control of their destiny by changing focus from, “what we’ve always sold” to “solving a real customer need”.
If you’re spending much of the time struggling to make the numbers it’s tough to come up with a coherent plan to make this happen and deliver results, but there are some ideas that have worked for others and may be right for you…