Solution Marketing: Some assembly required
How many times have you bought an item from a store, only to bring it home and discover that "batteries are not included" or "some assembly required?"
I was working with a client last week when the topic of "solutions" came up. The issue was how to move from selling hardware, software, and services as components to selling solutions. "Solutions" must be one of the most misused and overhyped terms in all of high technology marketing. It is very tempting to go to market with a "solution" without thinking critically to make sure that all of the pieces are in place or even what problem you are supposedly solving. It is much easier to issue a press release and create marketing collateral than to do the heavy lifting required.
Here's how we approached the issue of solutions …
First, you must frame the entire conversation from the customer's perspective. The solution is for them, after all. Do they have to provide batteries or assemble part of the solution for it to work? If so, the solution is not complete.
Step 1: Remember the old saying that a customer does not want a shovel, they want a hole. Brainstorm everything that the customer must have in place for the solution to work in operation. This could include:
Hardware, Software, Third-party software, installation, integration, process design, user training, configuration and/or customization, maintenance, support, etc.
Once you have gone through this list, go through it again. This time, imagine you are having a dinner party and your guests are arriving. As they are walking in, you realize "oops, I forgot a _____". These last minute things are like batteries that are not included. Update your list accordingly.
Once you have the list, you can move to the next step. To be continued…
