Character within Mutual Value
Clients are increasingly sensitive to the attempts to manipulate them, and the focus of most of their suppliers on selling whatever service they have, whether or not it truly meets their need. They are placing their assessment of suppliers character high on their criteria. What exactly can we do to develop a character and to exhibit it?
The character elements consistent with mutual value are Intent – a demonstrable and consistent commitment to seeking success for both parties, and integrity – the commitment to and maintenance of intent even when there is a short term risk to us.
Its this combination of intent and integrity that speaks loudly to Clients but for many is a difficult transition to make. Too many vendors when faced with a possibility of closing the deal, will avoid pushing back on the Client to test whether the deal is truly the right thing for them to be doing. There are many justifications for doing this
“They know what they need we don’t need to make it more difficult”
“I need to make my numbers this month. It’s a good solution”
“If I don’t do what they are asking I might upset them”
“we don’t want to bother other stakeholders. He knows what they think”
The questions that intent towards mutual value would have us ask at all times – have we truly explored the potential win – defined by a win for the individual, their team and organisation? In other words have we met and explored the issues with all the relevant stakeholders? Have we been able to clearly articulate the needs and the solution so that all parties believe in the quality of the business case for change and the relevance of our solution? Have we raised any inconsistencies with the Client and had them resolved?
However we do these things, the intent to achieve real clarity, and commitment to mutual value and a shared narrative differentiates us in the Market, and ensures far higher outcomes for the Client and the Vendor.