{"id":590,"date":"2011-10-18T13:28:17","date_gmt":"2011-10-18T12:28:17","guid":{"rendered":"http:\/\/www.telekta.com\/blog\/?p=590"},"modified":"2012-07-25T13:17:55","modified_gmt":"2012-07-25T12:17:55","slug":"client-message-and-your-message-collision","status":"publish","type":"post","link":"https:\/\/www.telekta.com\/blog\/2011\/10\/client-message-and-your-message-collision\/","title":{"rendered":"Client Message And Your Message Collision"},"content":{"rendered":"

When selling services to other companies, you need to re-consider your key website messages.<\/em><\/strong><\/p>\n

\"\"<\/a>Recently I came across a \u00bbcorner case\u00ab of web site design.\u00a0 Two clients were providing services to other businesses (B2B), but in entirely different industries.\u00a0 Both struggled to create websites and key clients gave negative indications.\u00a0 The problem and the solution for both was the same….<\/p>\n

Let’s imagine a simple outsourcing relationship to better understand the problem.\u00a0 Outsourcing is likely to be promoted based on a critical knowledge, price, location, language, or other advantage that the supplier (“SmallCorp”) has over their client’s (“BigCorp”) internal resources.\u00a0 However, BigCorp is selling to their customer’s with a message that they are uniquely qualified to solve a specific problem.\u00a0 The SmallCorp’s message, if ever exposed, is completely incompatible with their cleint (BigCorp’s) message.\u00a0 In an age where nearly anyone is potentially exposed to end customer-facing communications, it is high risk that an outsourced person could expose his name to an end client. \u00a0Once exposed, social networks (linkedin, facebook,etc) quickly expose SmallCorp \u2013 including\u00a0 which company this person works for and what \u201cpriorities\u201d his company has.\u00a0 The result\u2014client message collision.<\/p>\n

The solution, is to… ….position any public communications from a Client’s perspective.\u00a0 Focus on the benefits that your Client’s customers would recognize as positive.\u00a0 A tech support call center outsourcing company (SmallCorp) might be tempted to promote that they \u201ccan cut support costs significantly\u201d\u2014this would appeal to supply managers at BigCorp that are looking to review their support strategy but such a message would be an\u00a0embarrassment if communicated to BigCorp’s customers and not at all attractive to BigCorps customer facing teams.\u00a0 Alternatively, a non-conflicting but similar message could be \u201cWe improve customer satisfaction by providing scalable, knowledgeable IT support staff at times when you customers want support\u201d\u00a0 then later the SmallCorp salesman could talk to their prospective client about the limitations of inflexible internal staff and promote the fact that such an approach fits within existing budgets.\u00a0 This second message is more complex and perhaps not as compelling to a task-focused supply chain manager of BigCorp, but real, quality-focused decision maker\u2019s within your BigCorp will relate far better to the second than the first.<\/p>\n

The key is to ask yourself how your Cleint\u2019s customers benefit from your service.\u00a0 Example include: saving costs in non-critical areas, adding flexibility to better adapt to customer schedules, allow\u00a0 customers who would otherwise not be able to consider the Client\u2019s offering to now have the option, etc.<\/p>\n

As you do this, remember, service selling , when done correctly, is almost always complex\u2014emotional rather than truly rational, quality and consequences of poor quality are difficult to demonstrate, and the key differentiator will be trust.\u00a0 This means your website is only selling a conversation with a potential client, not the service itself.\u00a0 If you are not sure, say less in public and more in conversation.<\/p>\n","protected":false},"excerpt":{"rendered":"

When selling services to other companies, you need to re-consider your key website messages. Recently I came across a \u00bbcorner case\u00ab of web site design.\u00a0 Two clients were providing services to other businesses (B2B), but in entirely different industries.\u00a0 Both struggled to create websites and key clients gave negative indications.\u00a0 The problem and the solution […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[4,3],"class_list":["post-590","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-managing","tag-selling"],"_links":{"self":[{"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/posts\/590","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/comments?post=590"}],"version-history":[{"count":11,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/posts\/590\/revisions"}],"predecessor-version":[{"id":627,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/posts\/590\/revisions\/627"}],"wp:attachment":[{"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/media?parent=590"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/categories?post=590"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.telekta.com\/blog\/wp-json\/wp\/v2\/tags?post=590"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}