Do you want to know another word for solution? It’s commodity. That’s right, any time your focusing on a solution, your solution, you are focusing on a commodity.
Let me share some examples:
- ABC company develops unique solutions. Really, it’s ABC company develops unique commodities.
- ABC’s dynamic solutions enable companies to create advantages. Really, it’s ABC’s dynamic commodities…
Think about that. How can a commodity be unique? How can it be dynamic? It can’t!
A commodity is anything with a perceived alternative – and every solution has an alternative.
Last year I shared some important insights into pricing and how to increase the desire people have to pay you more. I talked about the importance of focusing on the right-side of the value equation, not the left.
Solutions are at the core of “left-side value.” Results are the core of the right.
When you focus on the real results companies desire, you’re having a “what’s it worth conversation.” When you spend your time exalting the superiority of your solution, you are merely commoditizing yourself.
So, get out of your own way. Forget about you and focus on the customer. Understand them, and what it is they really want. What are their end results? Tie them back to your approach, and the solution takes care of itself.